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Past all the buzz words and the latest fads are the two
fundamental functions of marketing and sales.
Execution towards
(1) Effective alignment of customers to offering
(2) Effective communication about such offerings
Problem is that often marketers focus on the communication
when 80% or more of the value is to come from aligning
customers to offering. This is perhaps because it is easy to
focus on the communications side than on the alignment side
of the marketing. Communication is tangible. alignment is
not.
If alignment is flawed the communication can not effectively
result in transactions. Misaligned sales, marketing, and
strategy creates problems in the tactile selling process as
well. While, much can be achieved by focusing on the selling
process itself, one can only leapfrog when all of the above
are integrated in a revenue capturing process.
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