When priorities are misaligned, the team will be too. This disconnect explains why the teams focus on the short-term objectives versus the longer-term vision. In Figure 1 at left, we illustrate the common misalignments within sales and marketing today. Do any of these look familiar to you? The newest book by customer strategy gurus Don Peppers and Martha Rogers, ., Rules to Break & Laws to Follow: How Your Business Can Beat the Crisis of Short-Termism, provides context to the current problematic state: “Our first ‘Law to Follow’ points out a simple truth, and even though everyone knows it already, it still gets lost in the furious, frantic quest for short-term.
