Sales and marketing are two professional disciplines which rank alongside engineering, law, and accountancy as vital components of any business. Unfortunately, unlike engineering, law, and accountancy, too few people—and even fewer businesses—appreciate this.
This has always been a mystery to me.
Intelligent business leaders have no problem appreciating that engineers make sure their products are safe, lawyers make sure that the company’s activities are legal, and accountants make sure that the numbers add up. And yet, all too often, those same leaders see salespeople as a necessary evil and marketing as a luxury.
I will never forget the country manager in the company where I once worked who, in a fit of irritation when asked why his ...
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