For fear of starting a “boil the ocean” project, many firms define the scope of initiatives very narrowly from the beginning and work to improve one area at a time. This approach disregards the inherent interdependencies of today’s complex information flows and, as a result, adds to the problem.
The traditional silo-driven approach to sales is based on the key assumption that sales reps are able to make use of a variety of tools provided by marketing. The truth? Not necessarily.