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Sales VP's and Marketing VP's - Should the Roles be Combined?

Written by: Dave Kurlan

Article Overview: Pete Caputa pointed me to an article on the Revenue Journal Blog about why you should combine the VP of Marketing and VP of Sales Roles and what the sales part of that role should be. Zhivago says that the VP should be a marketing person and goes on to explain why. Well she's wrong!

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Sales VP's and Marketing VP's - Should the Roles be Combined?

Pete Caputa pointed me to an article on the Revenue Journal Blog about why you should combine the VP of Marketing and VP of Sales Roles and what the sales part of that role should be.

Zhivago says that the VP should be a marketing person and goes on to explain why. Well 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.

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Home > Sales > Dave Kurlan > Sales VPs and Marketing VPs Should the Roles be Combined
Article Tags: caputa, credibility, kahunas, marketing function, marketing person, salespeople, visibility, vp

About the Author: Dave Kurlan
RSS for Dave's articles - Visit Dave's website

Dave Kurlan is a best-selling author, top-rated speaker and thought leader on sales development.  He is the founder and CEO of Objective Management Group, Inc., the industry leader in sales assessments and sales force evaluations, and the CEO of David Kurlan & Associates, Inc., a consulting firm specializing in sales force development. Dave has been a top rated speaker at Inc. Magazine's Conference on Growing the Company, the Sales & Marketing Management Conference and the Gazelles Sales & Marketing Summit. He has been featured on radio and TV, including World Business Review with General Norman Schwarzkopf, in Inc. Magazine, Selling Power Magazine, Sales & Marketing Management Magazine and Incentive Magazine. He is the author of Mindless Selling and Baseline Selling – How to Become a Sales Superstar by Using What You Already Know about the Game of Baseball. He created and wrote STAR, a proprietary recruiting process for hiring great salespeople, and he writes Understanding the Sales Force, a popular business Blog and is a contributing author to The Death of 20th Century Selling (Dan Seidman), Stepping Stones (Deepak Chopra and Brian Tracey) and 101 Great Ways to Improve Your Life, Volume 2 (David Riklan).

Click here to visit Dave's website
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Online Sales and Marketing vs Traditional Online Sales and Marketing vs Traditional - Hi Evan, I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing
Re: Online Sales and Marketing vs Traditional Re: Online Sales and Marketing vs Traditional - [quote="ltrahan":31w9r2iz]Hi Evan, I am noticing that many of the posts in the Sales/Marketing section deal with online marketing, SEM and and SEO and Affiliates. I was wondering if it might be a good idea to separate that section into two; 1) Online Sales and Marketing; 2) Traditional Sales and Marketing[/quote:31w9r2iz] I second the request...
niche forum categories niche forum categories - I think Kevin just touched on the point that I was going make... and that is developing 'categories' that stick. Sales and Marketing may be too broad for example. However I can almost guarantee you that you would see many more sign-ups if you tailored a category to 'internet marketing' for newbies. I've seen this work on other forums, however, [i:1i903wkn]it can get a little frantic[/i:1i903wkn]... Fine tuning the categories, or expanding the scope should be effective. I think a lot of IM folks are surfing right on by because they're not finding what they're looking for here... Just a few thoughts: Better Blogging Developing Info Products Internet Marketing Presentation Skills More How to's Another point is... a lot of people don't know that they can benefit from participating in forums. The signature links to their site - if they have one - can / should be motivation enough to get more involved. The more internet savvy members that have signatures seem to stick around more... Don't you think?
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