The internet has changed my sales and marketing – but how do my people change?

Dear Aunty B,

I have a major problem. I run a fast growing business which is highly dependent on our web site.

But my web developers know nothing about marketing online (SEO and SEM).

Neither do my sales staff. And my marketing staff know a lot about marketing online but nothing about web development. Worse, they are all resistant to working with each other.

My web developers now say they only want to deal with one person on the sales and marketing team!

What do I do?

Dean L,
Sydney

Dear Dean,

You big wimp! You put your foot down, that’s what.

Many companies have these problems as the internet has significantly changed the roles of sales and marketing.

The reality is that these functions now belong together. Hilarious isn’t it? The personality mix of salespeople with IT.

I would take a good look at who is the front runner in this power struggle. By front runner I don’t mean who is making the loudest noise, but who is showing the most leadership.

Appoint them over the lot, either as business development manager or general manager. Then link some KPIs to the results from the group.

You may also need to read them the riot act.

The good news is they all seem enthusiastic – but just need to see that success can be applied more broadly than to their own function.

Aunty B.