SAN RAFAEL, CA — The Marx Group’s Tom Marx (president and CEO) and Tom Herndon (vice president) have collaborated with Fred Janssen, vice president of field marketing (EMEA) for FileNet to author a new book for sales and marketing executives.
The new book entitled “Marketing Sucks! (and Sales, Too!)” features proven techniques from Janssen, Marx and Herndon, on bringing marketing and sales teams together to grow their companies. Combined, Janssen, Marx and Herndon have more than 50 years of experience in sales and marketing in the U.S. and Europe.
According to the authors, marketing and sales teams often do not communicate or interact with each other effectively. Although both teams have the same goal — to successfully grow the business — they often insist on operating out of their own silos. The book aims to demonstrate that when marketing and sales teams are in alignment with each other, a company’s bottom-line results improve exponentially.
“Time and time again, we have witnessed the finger pointing between sales and marketing,” said Marx. “Great ideas become less effective and efficiency is diminished. What’s worse is watching management become frustrated over revenue goals that continue to go unmet.”
“To truly leverage your marketing and sales investment, you must establish an understanding within your company that the marketing department is a service organization that ultimately works for the sales department,” said Janssen. “Marketing and sales need to take proactive steps towards collaborating — towards working together to design, and sign, a contract with each other.”
According to Herndon, the book guides readers through the collaborative process. “The results are that marketing agrees to deliver on sales’ expectations and sales agrees to provide marketing with, among other things, the necessary market intelligence for an effective marketing strategy,” said Herndon. “The bottom line result is that when marketing is aligned on sales’ expectations and sales understands the value of marketing, profits increase dramatically.”
For more information about the book and its authors, go to: www.marketingsucks.biz.
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