Sales people should share some of the brand equity KPIs with Marketing/Brand. And Brand/Marketing people should share some of the sales KPI. The degree and weightage can vary but it can and should be shared.
Otherwise, you would always end up with one focusing too much on the long term and one that focuses too much on the short term. Conflicting interests will only hurt the organization as a whole.
How far should they see?
What’s easy?
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