Thirty years ago, the AICPA revised its Code of Ethics to allow advertising, and accounting marketing was born. Ever since, firms have wrestled with how to link marketing investments to tangible sales results. Today we look across the industry and find no shortage of sophisticated marketers blazing trails. However, the challenge to align marketing and sales continues to perplex many growth leaders.
Most definitions of marketing and sales place one before the other in a continuum, rather than each in its own silo. There is a relay, although there isn’t a distinct handoff. Rather, the two functions continually support each other. Herein lies the key to true integration: Align all marketing and sales roles and responsibilities along a single, unified client development process.
Participants will be provided with a 'Marketing and Sales Alignment Guide' with a summary of key points that can be used for future reference.
Participants will explore and learn:
1) the distinctions and connections between the marketing and sales functions
2) a five-phase client development process and the role of each function across the phases