Know-How Exchange : Other

This is not a typical organization. In particular, with brand strategy is an input to the marketing process and a vital part of marketing and should not be separated. Communications is an implementation element of the marketing plan and should not be separate. Separating these elements would be somewhat like separating purchasing and packing/shipping from manufacturing.

A more common split is in separating Sales from Marketing (marketing that includes communications and brand strategy). This works well as long as the sales VP and marketing VP are measured on a common set of measurements - overall company revenue, overall company profit, growth, etc. If Marketing is not measured on revenue and sales is not measured on profit, then you set them up for conflict. The sales function and marketing function are distinctly different in their approach to the market place. Think of sales as "sociology" - where you study a group of people, draw conclusions based on this, and then act in a consistent behavior to the population as a whole as if everyone was a "typical" person. However, no one ever really meets a "typical" person so there's sales - which is like psychology. While you understand "typical," it's all about the individual and you recognize that each individual is different. Having these common measurements helps to bridge the gap and sales and marketing to act in harmony.

If you would like to have further discussion about this, feel free to click on my name beside "posted by" and it will take you to my profile. On there, you will see a link to my website. In the website is contact information. Feel free to give a call.

I hope this helps.

Wayde