(PRWEB) April 07, 2014
A recent study from Texas Tech University’s Arnett & Wittman highlights what Marketing on 6th, NYC already know – that marketing and sales work best when each informs and influences the other, rather than functioning as separate elements. The article, titled “Improving Marketing Success: The role of tacit knowledge exchange between sales and marketing”, published in 2014, points out the fact that sales representatives are privy to a huge amount of information about customers and clients, which they use to their professional advantage. The issue the article highlights is that in a traditional organizational structure, sales teams rarely share this information with the marketing departments. This means that marketing teams are missing out on valuable information about the customer base, which could allow them to develop more innovative marketing tactics that are more in tune with customers’ needs. The article advises better communication between marketing and sales departments to enable the transfer of high quality information. This can be achieved, according to Arnett & Wittman, by developing trust building across all areas of an organization, increasing interaction between the marketing and sales departments through the development of inter-departmental projects, and through the involvement of upper management to encourage interaction between the two departments.
Marketing on 6th, NYC merges sales and marketing functions to allow for better transfer of information. The company specializes in direct, face to face marketing strategies through business to business, business to consumer and events based promotions. As all campaigns are conducted in person with the consumer, sales are made at the point of highest consumer impulse. Colm Horgan, managing director of Marketing on 6th, NYC, states that the company’s strategy of merging sales and marketing functions has been instrumental in securing nationwide clients from the energy, finance, non-profit, and telecoms industries. “Since marketing and sales are combined when meeting with a potential customer, we can identify and respond to each customer’s needs, thereby tailoring the marketing and sales experience to individual customers. This provides a better experience for the consumer, and allows us to deliver better conversion rates, customer retention and brand loyalty as the customer feels more engaged with the brand.”
Marketing on 6th, NYC is New York City’s premier outsourced marketing and sales organization.