Sales & Marketing Alignment: Define Before You Mandate!

I have just finished reading the CMO Council's "2011 State of Marketing" report where Chief Marketing Officers and other Marketing Executives highlighted by a huge majority that the top mandates senior management have for Marketing in 2011 is unsurprisingly to "Drive top-line growth" and "Grow or retain market share". Of course we already know that on the other side of the house Sales is also being told to get new customers while holding onto and selling more to existing customers. In other words the exact same message. So at least we have alignment at the mandate level!

Can Sales & Marketing Change?

Last week I had the pleasure of attending the Sales & Marketing 2.0 conference in San Francisco (another great Selling Power event) where a lot of the presenters, including my good self, spoke about the changes in buyer behavior and the impact of this on sales and marketing. What struck me most about the audience questions and the discussions in the hallways was an acceptance of the need for both Sales & Marketing to change but skepticism on the ability of either to do so. Reflecting on this over the past week I decided to look at the whole notion of resistance to change in the context of Sales and Marketing Professionals.

In a 2003 Journal of Applied Psychology piece on Resistance to Change, Shaul Oreg of Cornell University reviewed the literature around this subject and the different traits associated with it, eventually coming up with a Resistance to Change Scale that had four major factors at its core:

1. routine seeking


2. emotional reaction to imposed change


3. short-term focus


4. cognitive rigidity

So let's look at each one of these items and apply them to Sales & Marketing professionals (albeit in a very generalized and non-scientific fashion!).