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Ending the War between Sales and Marketing Strategies


Executives consider four marketing strategies, including analysis, pro-activeness, defensiveness and futurity. Analysis strategy is regarded as the tendency to search for problems and their root causes, and generates better alternatives to solve them. When executives analyze strategy, they can create more knowledge and find the best solution using a problematic search of various options. This marketing strategy stimulates companies to apply information systems in their decision-making processes in order to investigate various alternatives and options. Also, executives analyze strategic milestones to meet the goals of employee development. Analysis strategy can develop opportunities for assessing current situations in details. Analysis strategy has major effects on sales improvement through focusing on analytical decision making process which can potentially increase sales and profitability for companies.

Pro-activeness is a marketing strategy used by executives who take a proactive approach to search for better positions in the business environment. As executives use the pro-activeness strategy which refers to finding new opportunities and proactively responding to current challenges in external environments, they can enhance their span of control. In fact, since pro-activeness manifests itself in behaviors such as continuously exploring the emerging opportunities to invest, this strategy can positively contribute to the efficiency of companies through helping them to find better opportunities for investment that potentially leads to better financial performance in terms of return on investment (ROI) and profitability.

Defensiveness recommends undertaking defensive behaviors that manifest themselves in enhancing efficiency and in cutting costs while maintaining continuous budget-analysis and break-even points. Executives take an offensive approach and in this case they employ a defensive strategy. This marketing strategy utilizes modifications in order to efficiently and effectively use organizational resources, decrease costs, and control operational risk. Some executives feel that a defensive strategy, while necessary, sets a negative connotation on their span of control. A defensiveness strategic approach, in fact, enhances efficiency through cutting costs. This kind of strategy also enhances profitability, which enhances efficiency for companies.

Futurity is reflected in the degree to which the strategic decision-making process takes a two way approach—-an emphasis on both long-term effectiveness and shorter-term efficiency concurrently.  Executives use futurity strategy to expand the growth opportunities available to companies to close the gap between success and failure. Futurity strategy can increase sales and profitability by conducting “what-if” analysis and effectively allocating organizational resources. Futurity strategy implements basic studies to identify and actively respond to the changes occurred in the external environment and provides better outcomes and more profitability. My experience says that futurity strategy has a positive association with sales and profitability. And executives across the globe should consider the critical role of this marketing strategy in improving sales and profitability for companies.

Mostafa Sayyadi, CAHRI, AFAIM, CPMgr, works with senior business leaders to effectively develop innovation in companies and helps companies—from start-ups to the Fortune 100—succeed by improving the effectiveness of their leaders. He is a business book author and a long-time contributor to and Consulting Magazine and his work has been featured in these top-flight business publications.  


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