ISSUE #017

Adhesion and Cohesion

Adhesion and cohesion between sales and marketing are essential for any organization that wants to achieve its goals.

Let’s look at what each means and then how they work together.

Adhesion – is the action or process of adhering (attaching or staying attached) to a surface or object.

Cohesion – is the action of forming a united whole.

Understanding how these two elements work together will enable you to market your services more effectively.

I break it down in this week’s growth tip.

This Week's Growth Tip

Adhesion refers to how closely aligned your message is to the market. Does it stick?

It’s common to see marketing that sticks and service that stinks.

Cohesion ensures that internally everyone is working together towards the same goal and that there is no duplication of effort.

It also allows for better communication and coordination between the two departments, leading to more effective campaigns and sales.

Finally, cohesion between sales and marketing helps to create a unified brand image that customers will recognize and trust.

By working together, sales and marketing can create a powerful force that will drive your business to new levels of success.

This Week's Announcement

If marketing led to purchases, then why don’t they call it sales?

Marketing can do some of the heavy lifting during the sales process, but you still need someone to get the deal over the line.

Unfortunately, misalignment between sales and marketing activities could be costing you tens of thousands of dollars a year.

The other day a business owner told me that a potential client called about a promotion they saw an ad for, but the sales guy she spoke with had no idea about the ad.

The homeowner went on to leave a 1-star review because of this interaction.

Needless to say, don’t let your marketing team run promotions without your sales team being aware.

Over the coming weeks, I’ll be breaking down how sales and marketing work, but they are not the same.

In the meantime, I’ll leave you with a few questions to consider regarding your current activities.

Are you doing marketing activities, or are you creating adhesion?

Are you doing sales activities, or are you creating cohesion?


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