For much of the time each of these disciplines supports each other, and an integrated and synchronized plan of execution is always essential.
But: sales teams are motivated by sales revenue. Quite rightly, they will do what’s needed to close the deal.
Marketers are motivated by gaining market share. Quite rightly, they will position and manoeuvre internally as well as externally to get more than their fair share of exposure.
Communications professionals are responsible for that composite picture that represents an organization in all its aspects to a community and an audience. Quite rightly, they have to sit in judgment about what’s right for the organization overall.
Communications is therefore so much more than just creating a marketing position or promoting new products.
That’s why communications deserves its own place in every organization’s hierarchy: distinct, accountable, and properly resourced.