Marketing vs. sales
In the 80s the typical hierarchy saw sales teams take the lead and Marketing Directors subjugated to exhibition stand design and brochure and signage production.
At that time many organisations started to see the disconnect between sales and marketing such as unaligned objectives, dysfunctional and often antagonistic interrelationships. As a result, we saw the rise of the Sales & Marketing Director who was often a combination of the creative entrepreneur and the hard driving sales machine – not always an easy balance to achieve.
Ultimately, that model wasn’t sound, but as organisations continue to evolve, is a conjoined sales and marketing function now more relevant than ever in a large B2B organisation?
Read more from our CEO Drew Nicholson at The London Economic