Studio/D’s “Shop Talk” column examines how communication strategies should bridge across sales and marketing functions, providing tangible benefits to each while providing maximum impact to your organization.

Most manufacturing-based companies emphasize sales efforts over marketing communications, and in doing so, they unknowingly cap their sales growth opportunity. This emphasis probably results from being more familiar with sales processes than communication strategy, and while deemphasizing marketing communications is unintended, its minimized role hinders revenue growth over what is typically a long sales process. See if this captures your …