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Ketharaman Swaminathan
Ketharaman Swaminathan - GTM360 Marketing Solutions - Pune 29 October, 2014, 16:13Be the first to give this comment the thumbs up 0 likes

I think "enemy" is a bit too strong but your findings resonate totally with my own experience of working with fintech marketers. Marketing is dependent upon development / implementation / delivery for discovery of new marketable capabilities and upon sales for go to market. The former likes to stay within its comfort zone and prefers to do more of what it has been doing, which thwarts new offering development. As for the latter, well, enough has been written about "Sales-Marketing Alignment" that I don't need to get into it here.