Does sales need marketing – does marketing need sales?

The Institute of Sales and Marketing Management has recently updated its identity and is now just the ‘ISM’ and it’s not clear which ‘M’ has been dropped. Hovering over the logo on their website shows the alt tag: ‘Institute of Sales and Marketing‘, while the copyright line on the foot of the same page states ‘Institute of Sales Management‘ – curious.

Throughout the rest of the site, the ISM acronym is used consistently. Though worryingly, this is also used by the ‘Institute of Supply Management’ and the ‘Incorporated Society of Musicians’ amongst others.

However, it’s not the nomenclature that is concerning. From the tone of the language and discourse it’s clear that we are now talking about pure sales skills and expertise. There is no mention of marketing. We must assume that this is a conscious policy decision and there has been a schism between sales and marketing in the eyes of the organisation.

This is intriguing – because a little while ago, I was at a CIM (Chartered Institute of Marketing) event where speakers were bemoaning the historic drifting apart of the two disciplines and suggesting both would benefit from bringing them back together.

As a marketer, I would like to see this re-engagement. I’m sure many of my fellow practitioners would benefit from the cross-fertilisation of ideas – and a straw poll of my sales friends suggests similar viewpoints.

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