Global Leadership Network Expertise

Dear Dr. Karen,

I work in a consumer goods company as a product development staff.
The end result of my work are marketed by the marketing division.
The problem is, this marketing division is more likely to work like a sales division. They do selling, not marketing. But nobody seems to understand this concept. I want to change a lot of things in the way this other division work and think. How can I convey this change message while I am not yet in the managerial level? How to make it not like an interdepartmental intervention?"

Frustrated

Dear Frustrated,

The challenge you have is very typical of the misunderstandings between sales and marketing in every company with these functions. Sales can be easier, since it functions as a hands-on response to orders and requests from customers. Marketing is more of a medium term planning function. If there is no marketing going on then you need someone at a higher level to work with you. If you can't have that, then proceed as follows.

In the Truth about Managing Your Career, Truth 24: "Obstacles at work are there to be negotiated," will guide you to get help from others as you seek to educate your company. It's hard for you to do that educating alone from your position, even though you see the need clearly.

In Truth 18, you'll learn that "People love to be asked for their opinion."
If you create a one-page document showing the way you see the departments working then you can use Truth 50: "If you want to be remembered put it in writing." You need to get others to understand your concerns and to agree with your thinking. The more people who understand you the more likely you will get something changed.

Ultimately, you want to use Truth 28: "Good fences make good neighbors: be clear on roles and responsibilities." As you gather ideas from others you can ask them about the important differences between sales and marketing.
With these ideas from others you have more power than your own ideas. You are then in a position to write a report for your management. The report can get you noticed and help move you up into management. Just be careful to be calm and listen well as you gather information so that you are seen as a neutral party gathering information.

Dr. Karen

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Ask Dr. Karen - July 7, 2008