The interrelationship of marketing and sales strategies

Abstract

In the previous chapter we explained how factors relevant to sales should be built into the corporate strategy. The goals for other strategies, e.g. functional, product-relevant or regional, are then derived from the corporate strategy. In practice, we encounter numerous approaches to the interplay of various strategies within the company that are neither logically conceived nor can they be practically implemented with any success. Therefore in the following chapter we want to offer guidance as to how marketing and sales strategies relate to each other and should be developed. While the marketing department should set the goals for the sales strategy, on the other hand these goals require such a highly detailed knowledge of the market that they cannot realistically be developed and disseminated via a top-down process.