|PLANNING - Step 3 - Building the Attack Engine|
|05.09.00 Sales, Marketing and Executive Organizations Operate in Isolation .|
Marketing managers typically talk in terms of brand, awards, reach, frequency, impressions and clippings. Sales managers typically talk in terms of wins, share, revenue, margin and quotas. The language and culture of these two groups are as different as are their motivations and rewards which destroys unit cohesion and leads to isolation. The isolation is worsened by command and control doctrine that favors predictable, static situations driven by a centralized hierarchy.