Apr 30 2009
What Sales Really Needs From Marketing
The JF Guest Author Spot
Jill Konrath
Different Worlds, Different Realities
Back in the days when I sold computers, marketing people used to hate me. I worked in a regional sales office that was located in the same city as the corporate headquarters. Whenever a new product was introduced, marketing kicked off their road shows with us. Eager to show off their hot new stuff, they’d send an entire entourage to our facility. As salespeople, we were excited to learn about anything that could give us a competitive edge.
We’d spend hours listening to talking heads cover every excruciating detail of how the system worked, the multiple configurations available, its connectivity, how to demonstrate its capabilities and comparisons to the competition. Then the focus would switch to the marketing campaign that was being implemented. Finally they trotted out the sales collateral. There was always an impressive display of brochures, fact sheets, tech specs and more.
As the meeting would draw to a close, they’d always ask, “Does anyone have a question we haven’t addressed yet?” My hand was always the first in the air. I could see the shudder run through their bodies. They looked around the room, hoping to call on someone else. But, with both hands waving wildly, I was hard to ignore.
With deep resignation, they’d say, “Yes, Jill. What do you want to know?”
“Well,” I’d answer. “Actually, I have quite a few questions. I think this new SureFire! system sounds really cool.
It’s clearly on the leading edge and a big step for the company.”
Their heads were nodding as they listened politely, but you could see that they were waiting for the shoe to drop. It always did when I raised my hand. As marketers, you’re probably wondering why they dreaded what was coming.
Marketing is from Mars and Sales is from Venus
But the reality of the situation is this: Marketing is from Mars and Sales is from Venus. The organizations live in totally different worlds and have completely different perspectives on what’s needed for success. In way too many companies, communications between the two groups is minimal and alignment is non-existent.
You download Jill’s FREE ebook: “What Sales Needs From Marketing“ here
Jill Konrath, author of Selling to Big Companies and founder of the Sales Shebang, is a frequent speaker at national sales meetings and industry events.
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Today’s News: A friend recently invited me to join a new sales club, and so I duly investigated – I think this is a TOTAL SCAM. I couldn’t find out who is behind it and it appears cloaked in secrecy – check out Sales Club and tell me what you think? http://www.salesclub99.com/invite2/index.html
I have accepted an invitation to blog over at AllBusiness and I am joining my chums, Jill, Keith Rosen and Lori Richardson – http://www.allbusiness.com/
Tomorrow: It’s May Day, so expect something special to finish off the week!
Hi, John.
We’re guessing our members would disagree on the scam comment. We’re secretive for a reason; it is a pretty exclusive club after all, and it’s not easy to get in. Unlike Fight Club, we do encourage our members to talk about Sales Club; your friend could have given you all the information you wanted. Thanks for linking to us; if any of your readers want to try to get in to Sales Club, they’ll have to find a member to nominate them.
- Sales Club
This sure looks like a scam to me. Whatever happened to sales instinct? aka it takes a bullshitter to know one!
I’m a member of Sales Club and I don’t quite understand what makes you think it’s a scam. You (and Roger) haven’t laid out any argument to make your case. Is it just because it’s a pay site rather than free? The fact that we pay to be there adds to the value because you don’t have to wade through miles of crap to get to something useful. I’m proud to be part of this group. All the other online groups I’ve tried just give me the need-to-take-a-shower-now feeling that most salespeople give off anyway.
(I don’t actually remember seeing you there. Did you even come in to see what it actually was? There’s a free trial so it’s not like you couldn’t have done so. Not very duly investigated in my book.)