Sales and Marketing Engagement 101: Communicate

By: Craig Ackerman Medical Device, Sales Leadership

Is the left hand talking to the right?

It sounds simple, but too often individuals overlook the fundamentals. This is often true among sales and marketing groups. If marketing doesn’t provide sales with messaging that will resonate with the customer, then what good does it do the sellers? On the other hand, if sales doesn’t provide marketing with candid feedback on what the customer wants, then how can marketing create the right messaging? It’s up to the commercial lead to make sure the left hand is talking to the right.

It’s time to move the sales and marketing relationship from a tactical approach to a more strategic one. Aligning these organizations will ultimately deliver more integrated solutions and better organize what you sell around your customers’ needs.

Watch senior healthcare executives discuss the importance of sales and marketing engagement to achieve growth while meeting customers’ needs.

The Alexander Group Healthcare practice brings insights to help you confidently address your challenges and to position you to succeed.

Contact us to learn more about how we can help improve your revenue growth.

  1. Healthcare Industry Research Findings
  2. Healthcare Go-to-Customer Study
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Craig Ackerman

Craig Ackerman is a principal in the Atlanta office and the leader of the firm’s Medical Device practice. Areas of focus in his consulting work include market segmentation, customer coverage models, sales process effectiveness, sales job design, quota setting and incentive compensation design. Craig works with sales organizations to develop actionable go-to-market strategies across many industries, including medical devices, biotechnology, financial services and high technology.

Prior to joining the Alexander Group, Craig held leadership positions in sales and marketing with major telecommunication and distribution companies, and as a management consultant with a Big 5 firm. Craig has extensive expertise in business process improvement, operational support systems and customer acquisition strategies. Craig has a B.S. from Florida International University and an MBA from the Goizueta School of Business at Emory University.