The report highlights the growing tension between Sales and Marketing in the post-recessionary economy. The traditional conflict between the two groups has centered on unmet needs, but the new direction is the breakdown of the Marketing Supply Chain. Sales executives surveyed believe that the issue stems from failed interactions with the Marketing Supply Chain, which negatively affects how Sales accesses the materials that are an integral part of the sales process. The Marketing Supply Chain is crucial for the sales process, but materials arrive too late, are not ready in time for product launches, arrive in poor condition, or are simply not relevant to the sales process. The report suggests that to address this issue, Marketing needs to better understand the needs of Sales and create Sales tools that enable the buying process, while Sales needs to value the marketing materials designed to bolster demand. The report concludes that addressing this conflict is essential for growth and recovery in the post-recessionary economy.
