Unleashing the Full Potential of Sales & Marketing by Ending their Ageless Feud

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UNLEASHING THE FULL POTENTIAL OF SALES & MARKETING BY ENDING THEIR AGELESS FEUD

Company: Verticals onDemand

Type: White Paper – Integration of Sales & Marketing

Published: 12.10.2008

ABSTRACT

This white paper examines why the clash between pharmaceutical sales and marketing rages on, why it must end, and how this will unleash the full potential of the commercial organization. True integration of sales and marketing is required if pharmaceutical companies are going to improve collaboration and evolve into customer-centric operations. Part I focuses specifically on why there has been such a history of discontent between sales and marketing, the domino effect this has had on the rest of the pharmaceutical organization, and how other industries are handling similar challenges. Part II drills into how to fix the problem. In order to end the feud, pharmaceutical companies need to change their attitudes, technologies, and processes – in that order. The lasting effect will indeed turn the industry’s business model on its head…and not a moment too soon.