When we do audits of a franchisor’s sales efforts, one of the most difficult issues to address in identifying the source of a problem, is the inherent conflict between sales and marketing.
When a salesperson fails to produce the expected results, they will invariably point to marketing, and often vice versa. In this Franchise Times article, iFranchise Group CEO Mark Siebert addresses the elephant usually in the room – the relationship between sales and marketing.
When deals aren’t happening, which direction should a franchisor look? The answer may surprise you. This article takes you through the different angles for checks and balances between the sales and marketing teams, as well as steps to evaluate the overall concept itself. And while marketing professionals sometimes are at odds with the sales team, the best franchisors will recognize that both concept and sales process must be a part of the overall marketing plan for everyone to succeed.