Alignment Of Marketing & Sales

By industry definition; sales has to sell and getting numbers is their KRA; getting more profitable business is Sales KRA. Marketing on the other side is responsible to create that demand, the hype and the pull for enabling sales. So who calls the final shots? Who is more powerful? Marketing or Sales?

An Expectation of sorts

Marketing expects sales will give them all the credit for their success viz. improved revenue and profitability to Marketing and the reason for failure as “their inability” to sell effectively. Sales expects marketing will build the brand so strong that customers will queue up to buy the product. Marketing will ensure that we get 100% “qualified leads” that will help sales guys to close more deals. This is true in every situation whether its BFSI, FMCG, Automotive, IT ar Consulting. Marketing is supposed to be the more glamorous role of sorts with “corporate” location and functions; while sales is the classical “feet on street” role where you meet real people and real consumers.

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Industry 4.0, Its Challenges and a Sellers Perspective

Covid-19 scenario has helped the industry realize the benefit of going Digital. Last 5 to 6 years there has been this wave or hype around Industry 4.0. Primarily we see the application of Digital technologies to enable industry 4.0. Most companies have been toying with the idea of using digital technologies to enable operations excellence. There have been 100s of pilots and a few implementations where the companies have reaped the benefits of using digital for Improving yield, quality, and overall OEE, thereby improving profitability. Now is the time where everyone has decided to board the industry 4.0 journey and every manufacturing company big or small, process or discrete, automotive or chemical, electrical or foods, pharma or oil & gas wants to do it ASAP.

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