Sunday, December 30, 2007

Sales and Marketing Babel

What if we shared a common language?

Sales and marketing continue to talk in different languages. Consider the 'sales pipeline' and the 'brand pyramid'. Both tools should focus on helping to align people and solutions better; but we talk about qualified, buying stage, etc. in the sales cycle and emotional benefits and brand essence in marketing. In the end sales and marketing want the same customer - one that is deliriously happy with the solution.

The brand pyramid should be held up as a sales tool and the sales pipeline should be as a marketing tool. Maybe we should have "brand pipelines" and "sales pyramids" to help with alignment.

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