Long-time readers should be familiar with the CMO Council, since I have featured its studies many times. While the Council’s analysis of its ongoing surveys often leaves a lot to be desired, we can at least give it credit for keeping an eye on the divide between the Sales and Marketing functions.
The CMO Council’s most recent effort reveals that, unlike Republican and Democrat presidential candidates, Sales and Marketing never suspend the debate over which one is more valuable (P.S. would or would not McCain’s speech this morning at the Clinton Global Initiative be considered campaigning?).
“Scenarios and Solutions: Mapping the Sales Effectiveness Traps and Gaps,” shows the war between Sales and Marketing shall rage on, forever. After interviewing 100 or so global marketing and sales executives, the CMO Council found two very distinct camps.
Over there in the left corner wearing white shorts:
“…most sales professionals view up to 90% of sales materials created by marketing as valueless.”
Over there in the right corner wearing red shorts:
“…the majority of marketers view most sales-created content as diluting their brands or inaccurately positioning products.”
I’ve often wondered why someone would take a job in Marketing that included assisting Sales with its collateral. Talk about a thankless task. Most marketers would say it is the right thing to do though, because Sales “will say anything to a customer to close a deal” and thus go “off message” and therefore “off brand.”
There are only two solutions to this conundrum from Marketing’s standpoint. The first is to give up. Walk away from the collateral-creation process. The customers will let you know how “bad” the resulting sales materials are by how many make a purchase.
The second option is to get the CMO and VP of Sales (ever notice that Sales doesn’t need a CSO?) to agree, from the top down, to “legislate” that Marketing must vet all sales collateral.
Given that CMOs have a tenure about one-tenth that of the head Sales guys and gals, I think it’s time to go with the first option.
Let’s end the collateral damage.
YEP THEY SAID IT…from AdAge.com: “The typical U.S. mobile subscriber sends and receives more text messages than phone calls.” No shite Sherlock. It’s called a C-O-N-V-E-R-S-A-T-I-O-N.