The VP in charge of Business Development and the VP in charge of Firm Marketing were squared off in a debate about how to invest the sales and marketing budget for the coming year.

Business Development VP: "I want to a create new position and hire a Director of Sales and groom five additional professionals to sell."

Marketing VP: "I want to invest in a marketing and advertising campaign to make the B2B brand stronger."

If the budget allows one or the other, but not both, which is the right decision to make? Isn't this a "chicken or egg" dilemma? Which comes first—sales or branding? When in sales and marketing management, these are just a few of the questions you face. But, is there even a solution to this perennial problem?

You bet there is. To see it, you have to get to the root of the problem: Which choice will create more value for the customer?

Sales and Marketing Management: What Value are you Creating?

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