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Team Effort

Talk is cheap; failed marketing programs aren't. To get results, get sales and marketing teams working together.

learn more about Kim T. Gordon

By Kim T. Gordon • May 5, 2006 Originally published Mar 3, 2004

Opinions expressed by Entrepreneur contributors are their own.

Is there a disconnect between the marketing and sales functionsin your business? If so, you may be wasting thousands of marketingdollars and employee time to boot.

According to IT market analysis firm Aberdeen Group Inc., asmuch as 80 percent of marketing expenditures on lead generation andsales collateral are wasted because these efforts are ignored bysalespeople. Marketing teams make an equally damaging blunder byoverlooking critical input from salespeople regarding customer dataand needs, causing salespeople to spend as much as 40 to 60 hoursper month creating their own customer-relevant collateralmaterials. Even worse, this problem may go unrecognized for years,causing a downward spiral in sales results.

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