May, 2009    SMM-040

Switching Paths

For many sales people a few years into their career, the leap from sales to marketing can seem an attractive, perhaps even obvious, step. Yet, as a by-product of our research into how firms make and implement marketing strategies, we find this move often falls short of expectations. The consequences for both the individual and the firm can be serious, so it is worth examining both the underlying reasons for this failure and the practical lessons that come from our observations.