What CEOs Want From Sales and Marketing

What most CEOs want from their sales and marketing people is for them to be producing healthy increases in sales and profits. In contrast, what many sales and marketing people believe that their CEOs want is for them to constantly be working harder and faster and smarter. When times are good, CEOs may overlook this divergence of views. But when times get tough (as they are in a great many companies right now), CEOs notice and they get upset.

CEOs Are Getting Upset

Just how upset CEOs are getting is evidenced by the fact that an average Fortune company Chief Marketing Officer is now in his or her job for only about two years. Top sales people move around even more frequently. And nobody wins. CEOs don’t win because they just keep on firing and rehiring sales and marketing people (as their business situation continues to deteriorate). And sales and marketing people don’t win because they just keep moving themselves and their families from one job to the next. And they fail, over and over again.

Connecting the Dots
Can Solve the Problem

This is a huge problem. But it can be solved (which is a very, very profitable thing for a CEO to do). To solve it what a CEO needs to do is to establish a cross-functional sales and marketing team. That team will need to include sales and marketing people (the people who make promises). But those ladies and gentlemen will comprise only about one-third of the team. The remaining two-thirds will be comprised of people who produce and deliver what the sales and marketing people promise.

As cross-functional sales and marketing teams connect the business process “dots” that Promise, Produce and Deliver what customers want (and will pay for) customers get more of what they want and they pay more for it. Customers bond with the company and they start referring their friends. And when that happens, what CEOs want from their sales and marketing people and what sales and marketing people believe that their CEOs want becomes one and the same. And, that is a very good thing.