- March 11, 2009
- Posted by: Dave Kurlan
- Category: Understanding the Sales Force
Zhivago says that the position should be a VP of Sales and Marketing, the individual should be a marketing person and goes on to explain why. Well, in my opinion, she’s wrong!
Marketing people can’t manage salespeople because they don’t have the expertise or credibility to coach them, and they don’t have the kahunas to hold them accountable.
Most Sales VP’s can’t perform the marketing function either. They know what they need – leads, visibility, positioning, messaging, etc., but don’t know how to effectively get what they need.
Two positions. Two roles. Two people. Two skill sets. Real World. One of my clients learned this the hard way. Their last VP of Sales and Marketing was a marketing person and didn’t really get the sales side of it. They lost 18 months because of this mistake. Today this individual is the VP of Marketing. A real Sales VP has been hired.
(c) Copyright 2009 Dave Kurlan