Introduction .........................................................................................vii Chapter 1 The Sales and Marketing Interface .....................................1 Creating Customer Value ..................................................1 Operation of the Sales and Marketing Interface.................3 Collaboration Verses Integration .......................................7 The Changing Role of Sales ...............................................8 The Changing Role of Marketing ....................................11 Chapter 2 Crises in Working Relationships between Sales and Marketing ........................................................13 Growth or Conflict .........................................................13 Barriers to Collaboration .................................................15 Organizational Barriers ...................................................19 Location Barriers .............................................................20 Inconsistent Processes ......................................................20 Competing for Resources and Budgets ............................21 Informational Constraints ...............................................22 Outcomes of Conflict between Sales and Marketing .......23 Chapter 3 Alignment and Effective Working Relationships in Lead Generation .........................................................27 Aligning Sales and Marketing ..........................................27 Process Alignment ...........................................................29 Lead Generation and the Sales Funnel.............................31 Consultative Selling ........................................................34 Effects of e-Marketing .....................................................35 Selling Direct through the Web .......................................36 How Should Sales and Marketing Work Together? ..........36 Chapter 4 How Should Sales and Marketing Communicate? ...........41 What Is Communication? ...............................................41 Building Market Information Systems .............................44 Joint Planning .................................................................47 Communicating with the Customer ................................48 New Product Development .............................................49 Chapter 5 The Role of Sales and Marketing in Customer Relationships ..............................................53 Customer Focus and Relationship Building .....................53 Trust between Buyers and Sellers .....................................57 Value Co-Creation ..........................................................60 Chapter 6 Managing the Sales and Marketing Interface ...................65 Motivating collaboration .................................................65 Integration Mechanisms ..................................................67 Cross-Functional Meetings and Joint Planning ...............68 Cross-Functional Teams ..................................................69 Cross-Functional Training ...............................................70 Job Rotation....................................................................71 Rewards Alignment .........................................................74 Chapter 7 Optimizing the Sales and Marketing Interface .................77 Structure and Process ......................................................77 Communication ..............................................................79 Location ..........................................................................80 The Role of Learning in Collaborative Behavior ..............81 Customer Value...............................................................82 Practical Integration ........................................................83 Management Role ...........................................................83 Five Key Points in the Sales and Marketing Collaboration ..........................................85 Conclusion......................................................................86 References .............................................................................................87 Index ...................................................................................................97