Introduction

This serves as a follow-on session to the “Basic Marketing to Sales People(I)”. It has long been an interesting but rarely touched topic on handling the interface between the Sales and the Marketing department so as to meet the corporate objectives. Apart from such grey area as to the roles and responsibilities of either parties in achieving the business target, “commited” teamwork efforts have been another area that is missing to create synergy. Actually, the sales force play a crucial role to help implement trade marketing programs, distribution strategy, pricing formulation, corporate event marketing and merchandising campaign. It is important that both parties speak the same language to maximize marketing program effectiveness via mutual support.