Exploratory study of conflict between marketing, presales and sales function

Abstract

This project is aimed at understanding the conflict, if it exists, between Marketing, Presales and Sales function in organizations. This report is divided into three major sections. One of the section, Section A, of this project report is the repository of the theories, research, surveys and analysis done by the experts on the topic. It is arrived at by going through various case studies, reports, reference material, web site etc. available in the public domain. From the research, I concluded that the three functions operate as separate islands within the organization and when they do work together they do not work as a team. Some of the major issues which are cause of conflict are cultural difference, economic difference, mind set difference, interpersonal issues and inappropriate organizational structure. The conflict leads to wastage of organizational resources, disappointing sales, incorrect decision-making, negative impact on profitability which in urn makes the organization incompetent at marketplace. Most organizations acknowledge the conflict between the two functions and many have taken or planning to take measures to resolve this conflict. Some of the measures which have worked are: Mitigating effects of mind set difference (by job rotation, fostering organizational culture, joint team meetings etc), improving integration, using IT, informal social network etc. Section B of this report is in continuation of the above-mentioned research on the subject, which is focused towards understanding the ground realities. It is based on one-to-one interview with people who have been involved in the Presales, Sales and Marketing functions in various IT as well as non-IT organizations.5The various interviews I had, give conclusive evidence to justifies the findings of section A of this report. Small and medium organizations have the Sales, Marketing and Presales function into one unit. This has helped them to work closely and do away with issues like pointing figures at each other. In large organizations, the three functions work separately as three different teams and conflict exists in various degrees. There is mistrust and communication gap, unmet expectations, blame each other if something goes wrong. Organizations are working overtime to make these functions understand and develop mutual respect for each other. Organizations are trying hard to build bridges between the islands of existence of the Marketing, Sales and Presales. Some of the intiatives organizations are undertaking are: organizing common workshops, having regional marketing functions to offer localized help to sales, providing marketing exposure to sales and sales exposure to marketing and sometimes forming a temporary team of senior and mature staff to assess the seriousness of problem and to recommend solution.