The traditional Marketing and Sales disconnect
In the traditional Marketing and Sales strategy execution model, the Sales channel is provided with separate industry training, product training, and sales skills training.
What's missing in the traditional training model is the integration of product, industry and skills training programs.
Consequently, every Salesperson must devote a significant amount of time trying to integrate product information, industry information, competitive information, and sales skills training into usable "who to sell" and "how to sell" information for every key offering.
When each Salesperson or distributor in the Sales channel is responsible for developing "who to sell" and "how to sell" information for each key offering, the selling information is usually incomplete or inaccurate. And because everyone in the Sales channel uses different information to sell, it also becomes extremely difficult to identify, share, and leverage best practices.
The absence of standardized quality selling information for each key offering makes it next to impossible to establish efficient processes for:
- Introducing new offerings
- Ramping up new hires
- Quickly adapting to competitive maneuvers
- Making Partners more productive
- Efficiently assimilating mergers and acquisitions
The end result: Sales productivity is diminished because the Salesperson spends more time preparing for sales calls and less time in actual face-to-face selling.
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