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Todd Cohen, Sales Leader
Dear <<First Name>>,

Let's Talk Sales AND Marketing!

In this Issue:

Can We Get Sales and Marketing to Play Nice Together?

New Podcast

What's Coming Up?

Final Thought

Can we get Sales and Marketing to Play Nice Together?  by Eric David

There is an ongoing tension in some companies, based on false stereotypes, between the Sales Department and the Marketing Department.  Talk to the Sales staff and they’ll tell you that marketing doesn't get them enough qualified leads.  Talk to the Marketing staff and they’ll tell you that they do generate those leads, but sales doesn’t properly follow up on them because they spend most of their time entertaining clients in fancy restaurants and on the golf course…when they aren’t going to the bank to cash their fat commission checks!  Remember the false stereotypes!

But what can be done about this?  Can we do better?  Doesn’t it make sense that performance would improve with increased cooperation?  Of course!  And current research confirms this.  In a 2005 study of 300 companies with sales of $10-600 million, 95% felt that their sales would increase if sales and marketing worked more closely together.  Of course, this is easier said than done.  Here’s how we did it, and I hope this helps you.

I came up through the ranks as a marketing guy.  Later in my career while running an educational software company, I learned to look beyond designing ads and brochures that won awards.  We needed to sell stuff, not hang plaques on the wall!  Spending lavishly to generate huge volumes of (largely unqualified) leads gets you promoted in the marketing department, but can get you fired in the C-Suite, where maximizing both the top and bottom lines are paramount.

It was at this point that I came to appreciate the words of a mentor early in my career – “we can’t pay our rent, turn on the lights or make payroll until somebody buys what we’re selling.”

So we did three simple, but crucial things that lead to a lot of “A-HA moments” and drastically improved relations between Marketing and Sales:

1.    We told our Marketing people to think of Sales as your customer.  Find out what they need and give it to them.  Have them define what a qualified lead is to them.  This will lead to better market segmentation and product positioning and will guide your lead generation and collateral development activities.

2.    We sent our Marketing people to sales meetings as well as the occasional sales call.  This did two things.  It showed the marketing folks that sales was not just nice suits, fancy meals and golf outings.  It also strengthened the personal relationships between the individuals who, if they worked together, had the power to grow the business.

3.    We designed an incentive system that rewarded everybody for meeting and exceeding the company’s sales goals.  This not only forced marketing and sales to work together for their own respective self interests, but helped establish the company-wide sales culture all businesses need (talk to my colleague Todd Cohen about sales culture!)

Sales needs Marketing to provide the tools to do battle in the trenches.  Marketing needs Sales to take a lead and convert it into a paying customer.  Embracing the collaboration between the two departments and turning it to your favor will go a long way towards your ultimate success!

Eric David is the President of TEAM David Associates, LLC (, which provides marketing, sales and general management consulting to small businesses as well as non-profit social enterprises.  TEAM David Associates is based in Garnet Valley, PA. Eric can be reached at:

New Podcast - The Sales Success Triad

The final podcast in my successful first series is now ready for you to listen to and enjoy!  Take a minute and listen to my thoughts on the skills that the greatest sales professionals possess.

Visit the Learning Center at to hear all of my Podcasts and Watch the sales videos!

What's Coming Up?

July 22nd-Linked In Live Philly Sociall.  This event will be held at Swanky Bubbles Restaurant in Cherry Hill, New Jersey.

September 23rd-The Innovators Club Fall Launch meeting.  This will be held a The Great American Pub in Conshohocken, Pa.  Our keynote speaker will be Joe Douress, Vice President of Content Operations at LexisNexis.  RSVP at our Innovators Club Blog:

October 3rd-Delaware Valley Human Resources Summit at the Philadelphia Marriott.  I will be speaking on the topic of the partnership of sales and human resources.  Stay tuned for more details.

Final Thought

<<First Name>>, Whether you are a sales manager, or an individual contributor, the beginning of the second half of the year brings the chance to think about where you want be on January 2nd, 2009. What do you want to be doing with your job and career?  What have you been doing to prepare yourself for that change?  I have said many times that great sales professionals take the time to avail themselves of learning and developmental activities.  This effort should be part of your personal success plan!  Your company is planning for 2009 right now.  Dont get left out in the cold.

As always, Good Selling!


Are you Feeling Entrepreneurial?

Are you feeling  the bite and draw of entrepreneurship?  Of course you are!  Being in sales and managing your own territory is the same as managing your own business.  Great sales professionals view their territories as their own business, allow themselves to get creative and are constantly challenging themselves to do different things to close the business!  This all gets back to developing and executing your business plan.

6 - Sigma and Sales.

In the next Newsletter, watch for a great article on using the principles of the 6-Sigma program and building a sales culture. I have asked 6- Sigma blackbelt, Geoff Rhine to comment on this exciting topic for us here at


Are you transparent?  Not literally of course, but in terms of what you do day in and day out?  Are you finding that you follow the same selling steps and do the exact same activities each day and not seeing much difference?  If so, it is time to change things up and  try something new!

Your Feedback!

I am again thankful to the entire Sales Community for your great feedback on the NEW and  Keep your comments coming and I will answer them all!

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