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Top-Shelf Tip No. 207:

"Marketing is a contest for people's attention."

Seth Godin

What Integration Really Looks Like, Part 2

We all know opposite pairs. Just look at these television classics: Ozzy and Harriett, Lucy and Ricky, Oscar and Felix. These personalities would blame one another for their failures, yet there was an underlying co-dependence.

As author and business professor, Christine Moorman points out in her 2013 Inc. article, “Overcoming The Marketing-Sales Turf War,” the same could be said for marketing and sales. Sales focuses on the short term; marketing focuses on the long term. Marketing is more strategic and sales is more tactical. Marketing is pull and sales is push. Yet, it’s the cooperation of these two disciplines working together that creates a powerful competitive edge.

How do you build this integration and create a competitive advantage? Yesterday, Promotional Consultant Today shared three of Moorman’s key strategies:

  • Design marketing and sales responsibilities around the customer buying process
  • Create a unified focus on the most valuable customers
  • Organize around the customer, not the function

Today, we share three more key strategies for marketing and sales integration.

Integrate customer information.

Marketing and sales have different interactions with the customers, so both disciplines collect different data and customer insights. Combining and sharing this information creates a more powerful view of the customer. Today’s sales and marketing automation technology is allowing organizations to get a more expansive, rich and unified view of the customer. Additional, low-cost ways include something as simple as co-locating sales and marketing people within the same offices.

Require job rotations. Another way to understand the value of each other’s role is to simply immerse yourself in it. So, if you’re a marketer, get out from behind your desk and join your top sales performers on some sales calls. If you’re in sales, learn the steps that marketing goes through to identify prospects and turn them into qualified sales leads.

Establish individual and shared incentives. Adding some incentives to bring marketing and sales together can also be an effective step in the process. By offering rewards to both areas for converting leads to sales, both organizations now share the same goal. As Moorman points out, be careful to not tie all of marketing’s incentives to sales’ performance or vice versa.

By achieving these strategies, your organization will gain market momentum and faster growth.

Ready for Friday? Read PCT tomorrow.

Source: Christine Moorman is the T. Austin Finch Sr. professor of business administration at the Fuqua School of Business at Duke University. She is also the co-author of the book, Strategy from the Outside In: Profiting from Customer Value , awarded the 2011 Berry Book prize for the best book in the field of marketing. She is also founder and director of The CMO Survey (, which collects and disseminates the opinions of top marketers in order to predict the future of markets, track market excellence, and improve the value of marketing to companies and to society.

Compiled by Cassandra Johnson

Promotional Consultant Today, in case you missed it.
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