In original research for his Doctor of Business Administration qualification Simon Kelly asked: How do sales and marketing produce business-to-business value propositions?
Background
I became interested in how sales and marketing work together (or not!) to produce value propositions at the turn of the millennium in my role as Marketing Director for BT’s Major Business Division (BTMB). In an increasingly competitive market, in tough economic times, growth was stagnating.
The BTMB board felt that marketing and sales were finding it difficult to articulate value that differentiated BT in the eyes of customers in the context of having a product portfolio of over 1,000 products and services.
