Marketing sitting somewhere in the Global Office, spending somewhere north of 1 million dollars on marketing research, coming up with beautiful insights, and then the beautiful report will sit on the lowest shelf in someone's office. This report is supposed to answer the questions of how enterprise does market research and come up with trends for the upcoming year. Fortunately enough, this is how it was done 6 years ago. Nowadays, the planning is done this way: Sales reps sit next to marketing in January and the talk goes like this: - This is the message that we see work in the field - This is our group of customers that react to that message - This is the content that seems to strike a chord with our customers - This is how often we will reach out to them and through what channels That's how efficient pharma works in 2024, I am wondering whether tech works in the same way. A study published in the "European Journal of Marketing" explored how external marketing messages, typically aimed at conveying company and product information to external audiences, impact the job attitudes and behaviors of salespeople. This research was based on survey data from 348 salespeople working in regional banks in the Midwestern USA. It found that salespeople's perceptions of value incongruence and claim inaccuracy in marketing messages can lead to increased organizational cynicism. Why did this happen? Salespeople came with a message that struck customers, marketing instead dismissed it because we are supposed to be "creative" not just simple and understood. That's the biggest problem there is between marketing and sales. We talk MISALIGNMENT! And like in any relationship, soul-to-soul talks are the best. You know what to do :) #misalignment #b2bmarketing #salesandmarketing #pharmamarketing