Article: Heller says business strategy must link sales and marketing

According to CreativeMatch, renowned business author Robert Heller says battling between sales and marketing reflects a grave failure in business strategy. Highlights include:

- “Unless you have somebody making the crucial decision to purchase from you, then you can forget about a successful business strategy because there won’t be any profit, only expense.” Given this, it is ironic, says Heller, that the vital process of sales has long been ranked behind the younger business discipline of marketing.

- He [Heller] concludes: “Sales and marketing pull together in a successful business strategy. Otherwise, the bottom line is destroyed by the errors at the top.”

This article reinforces what we call the Public Relations Principle of Coordination.