Is talk of a marketing-sales fusion debating the wrong issue?
Posted by Nicholas Watkis in Marketing on Thu, 09/02/2012 - 02:23
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- Nicholas Watkis has released his new book 'How Good Is Your Marketing?', available from www.businessperformancemaximized.com in hardcopy, or as an e-book price £10.00.
Will marketing have to merge into the sales function if it is to have a future? That's not the question we should be asking, says Nicholas Watkis.
In December 2011, the Chartered Institute of Marketing put the cat amongst the pigeons of the marketing press when it published a discussion document “Marketing and Sales Fusion”.
The document proposed that the function of marketing should be merged into the sales function if it was to have a future. Unfortunately, the document ignored the CIM’s own definition of marketing, which it defines as “the management process that anticipates and satisfies customer requirements profitably”, and which therefore includes the process of selling.
Does this proposal matter? In reality, no, because this has become an academic argument which has little purpose and achieves no practical result. However, the importance of , “the management process that anticipates and satisfies customer requirements profitably”, whatever it is called by academics, is fundamental to the existence of any business no matter how large or small.
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