What marketers can learn from getting closer to sales

    With more big brands moving their marketing and sales departments closer together in a bid to become more agile, marketers will need to talk the talk as well as walk the walk if they want to take on the commercial side of the business.

    Last week, Mars revealed an internal shake-up in its management team. Andrew Clarke, the company’s chief customer officer since 2015, has been promoted to the newly created role of chief marketing and customer officer. He will oversee the teams looking after media, consumer marketing, customer and sales. Meanwhile, the brand’s CMO Bruce McColl will retire in June.

    The decision to bring its sales and marketing department closer together has been done in response to shifts in retail, ecommerce and consumer shopping behaviours, leading Mars to take a “fresh approach to stewarding”.
    Bron en volledig bericht: Marketingweek