{"id":5058,"date":"2022-05-01T23:01:54","date_gmt":"2022-05-01T21:01:54","guid":{"rendered":"https:\/\/live.batten-company.com\/competencies\/marketing-sales-organization\/purpose-einer-marketing-und-vertriebsorganisation\/"},"modified":"2022-05-19T16:52:17","modified_gmt":"2022-05-19T14:52:17","slug":"purpose-of-a-marketing-and-sales-organization","status":"publish","type":"page","link":"https:\/\/www.batten-company.com\/en\/competencies\/marketing-sales-organization\/purpose-of-a-marketing-and-sales-organization\/","title":{"rendered":"Purpose of a marketing and sales organization"},"content":{"rendered":"\n\n
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\n \n Marketing & Sales Organization <\/a>\n

\n Purpose of a marketing &<\/b> sales organization. <\/h1> \n
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Marketing mission and changed understanding of roles<\/h3>\n<\/div>\n

We are currently experiencing a significant change in the understanding of the roles of marketing and sales organizations. Both areas are moving even closer together in their joint responsibility for the entire customer experience; in digital sales channels, marketing, and sales tasks can hardly be distinguished anymore. In addition, the two divisions have become much more technical in recent years with topics such as programmatic advertising, dynamic pricing, and customer data warehousing. Marketing and sales are increasingly responsible for coordinating with internal technical and commercial departments and, if necessary, with interdisciplinary external service providers.<\/p>\n

In parallel, complexity has increased significantly simply due to the sheer number of customer touchpoints that need to be coordinated \u2013 and the demands on existing tasks have risen accordingly.<\/p>\n

For these reasons, we consider the question of the purpose of marketing and sales in the sense of a marketing mission to be indispensable; it should be clear to both management and every employee as the orientation framework of their tasks and the alignment with the overarching goal. In practice, the situation is often different: In many cases, employees in marketing and sales do not have a uniform understanding of their role and that of their neighboring areas. This creates irritation and leads to friction losses and errors in the processes.<\/p>\n

The following figure schematically shows possible role characteristics of a marketing organization. It illustrates that the current and future marketing role can vary greatly depending on the industry, orientation, and history of the company.<\/p>\n

\"verschiedeneFigure 1: different roles of marketing organizations<\/em><\/p>\n

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WHY A VISION OF THE FUTURE MARKETING\/SALES ROLE IS SO IMPORTANT<\/strong><\/h4>\n

If an organization is to be changed, a viable vision of the future role is particularly important. The details must be clarified BEFORE the changes are conceived:<\/p>\n