Integrate Sales, Communications For Better Business Results

A VP of sales I once worked with frequently opened meetings with the comment, "There are two types of employees - those in sales and those who help support sales." While many didn't like the comment, it's hard to deny the fact that a company not making its sales targets most likely won't be around for long, no matter how well the other functions operate. The comment is also in sync with an initiative introduced by GE's CEO Jeff Immelt called "Front Room, Back Room," in which more of the company will be touching the customer, as opposed to focused on internal administrative functions. We hear a lot about "integrated communications," but we seldom see corporations that are truly integrating all their promotional efforts. Corporate communications plans and programs typically align with overall business objectives, but PR staffs seldom work closely enough with the sales force.

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