How to Deal with Conflicts Between Marketing and Operations

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How to Deal with Conflicts Between Marketing and Operations
Paula Kokare, Project Manager, Switzerland, Premium Member
Shapiro recognized several reasons for the conflicts between marketing and operations teams:
  • CAPACITY MANAGEMENT AND LONG-TERM SALES PROJECTIONS: Operations teams are constrained in their ability to flexibly adjust the (long-term) manufacturing planning to short term changes in demand factors and marketing forecasts. Short term changes in the physical delivery of goods promised by the marketing team come at the expense of the organization as a whole.
  • PRODUCTION SCHEDULING AND SHORT-TERM SALES PROJECTIONS: As marketing is not directly involved in developing production plans, due to their close interaction with customers it is a challenge for marketing to develop precise forecasts.
  • DELIVERY AND PHYSICAL DISTRIBUTION: It is also a challenge for the operations team to ensure alignment between the sales...Sign up

Agile Manufacturing is the Key to All the Shortcomings Brought out by Shapiro
C.L. Kappagomtula, Professor, Malaysia, Member
Marketing, Finance and Operations are the triumvirate in the operations management. Each one has to be complementary to the others to realize the goal...Sign up

Conflicts Between Marketing and Operations
Vivek Hattangadi, Management Consultant, India, Member
@C.L. Kappagomtula: A well-balanced response so beautifully articulated.
You have given a very clear insight i...Sign up

There is not a A Valid Reason for a Conflict IF Both Work in a Company Fully Oriented to the Market
Javier Elenes, Business Consultant, Mexico, Member
In a company oriented to the market, OPERATIONS reduces cycle times in order to have the ability for a FAST response. (In a company where I was Managi...Sign up

Sales versus Factory
Y Srinivas Rao, Manager, India, Member
Well said the theoretical part of it. But most fights are EGO CLASHES. In third world countries most sales persons are happy if the factory fails on q...Sign up

Collaboration Comes to Rescue
srinivas, Lecturer, India, Member
Probably collaboration among different entities in the organization and LISTENING to the other's view points may solve the problem. In the process, a ...Sign up

Processes Instead of Functions
Carl-Henric Nilsson, Professor, Sweden, Member
I have worked with operations management as a researcher as well as a consultant. I found PROCESS-ORIENTATION to be an efficient tool to turn the figh...Sign up

Market Orientation
Stephen lane, Director, United Kingdom, Member
If marketing and operations' OBJECTIVES are properly aligned then there is no reason why they cannot be on the same page. Operations have to plan for ...Sign up

Conflict Between Marketing and Operations Teams
There is a tricky balance in this conflict depending on the market environment:
  • The conflict can be HEALTHY if managed well to create...Sign up

Top- Down and Bottom- Up Coordination is the Key
jorge anibal hoyos hoyos, Manager, Colombia, Member
The real problem starts at the shareholders group, which demands results, hoping for financial profit. It continues at the marketing department where ...Sign up

Leadership with Vision Helps to Diminish the Conflict
Dr. Vishal Dilip Chavan, Professor, India, Member
Visionary leadership is very important to deal with dynamic and versatile culture. If the leader is capable of motivating teams to new frontiers and i...Sign up

Alignment of Business Activities
edward sevume, Sweden, Member
I have dealt with this problem one time and what I discovered then was the problem of business misalignment of activities where the thinking was along...Sign up

And Coexistence Isn't Even Enough
Sabine Pitcher, Manager, United Kingdom, Member
That article was almost a light bulb moment. It explains sooo many of my daily struggles. (I'm not Marketing, by the way...)
The question of coex...Sign up

Shapiro's Guidance to Avoid Conflicts Between Marketing and Operations
Paula Kokare, Project Manager, Switzerland, Premium Member
Thank you all for your valuable contributions and interesting posts!
As already recognized by many of you, the author's own guidance how to solve...Sign up

Third Element: SALES
Kurt Ludikovsky, Consultant, Austria, Member
Interesting discussion. First of all I think a main point is the type of operation, e.g. mass production, investment good.
Next I believe - but t...Sign up

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