At Finley's Fine Goods, members of the sales force and marketing department tend to have disagreements when things go wrong with a customer. The marketers blame the salespeople for poorly executing their strategies, while the salespeople blame the marketers for being out of touch with the customer. Which of the following steps should upper-level management at Finley's Fine Goods take to help bring the sales and marketing functions closer together?

Question

Quizplus · Accepted Answer

Employing a high-level marketing executive to oversee the marketing and sales teams can help bridge the gap between the two functions, as this individual can provide a comprehensive view of the customer and the company's overall strategy. This person can work to align the goals of both departments and ensure that they are working toward the same objectives. The other options (A, B, C, D) are related to organizational structures or systems, but do not address the root cause of the problem, which is a lack of collaboration and communication between sales and marketing.

At Finley's Fine Goods, Members of the Sales Force and Marketing