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marketing and sales alignment

The topic is well known and has already been covered countless times by companies, consultants and industry experts through articles, books, blogs, presentations, corporate websites and on other occasions.

So far be it from me to want to go into the subject again during this brief reflection.

However, the thought that came to me the other day while I was in a company that produces machinery seemed so simple and logical to me that it seemed appropriate to share it.

Imagine for a moment that the Production area and the Purchasing area of company X travel on misaligned tracks, not caring about when and how the other moves. Missing pieces, delays in deliveries, production stops and excess stocks, just to imagine some of the possible scenarios.

Then think of the Administration area and the Information Systems area of company Y and assume that they do not exchange data and information in real time and in an accurate and automated way. Imagine that data is not entered correctly and on time in the systems or that these produce misaligned, partial or incorrect documents. Out of control receipts and payments, cash flows at the mercy of events, reporting not available when required. Horror movie nightmares.

Finally, try to think that the Human Resources area and the Payroll area (whether internal or external) of the company Z do not communicate in a precise and timely manner. Wrong payslips, not forwarded communications to employees in time, wrong cost processing and forecast budgets, and so on. Raise your hand if you would like to manage such situations.

So here I asked myself why even today many companies do not pay the same attention to the coordination and alignment of the area and of the Marketing activities with the area and the Sales activities. For small or large that these business areas are, perhaps even managed by the same people in smaller companies, not paying the same attention and the same care to align activities and efforts, directing them naturally towards the customer, can lead to medium / long term to scenarios similar to those described above, especially in times when the market does not help.

So… good alignment!