Why forcing Sales to commit to a set of deliverables from Marketing is a fools errand
In an act of frustration, Marketing will ask Sales for a list of what they want: collateral, sales tools, etc. They will get Sales to prioritize the list. Then they will deliver against the list. Sales will change the priorities. Sales will ask for stuff that’s not on the list. Marketing will get frustrated all over again. The VP of Marketing will escalate the situation to the CEO to force the VP of Sales to live to his end of the bargain and stick to the deliverables on the list. The VP of Sales will make the case that conditions in the market have changed and if the CEO wants the VP of Sales to hit his numbers, there will need to be adjustments to the list. The CEO will turn to the VP of Marketing and encourage her to deliver what the VP of Sales wants. Sound familiar? It’s an all too common scenario and I’ve seen marketing VPs go down in flames over it. As a marketing leader if you’ve made the decision to be the secretary of Sales, so be it. Keep building and working the list. If you’re sick and tired of this game you’ll have to change your approach. Change the game by becoming the expert on the markets you serve and the buyers within those markets. It’ll get you a seat at the big kids table.
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