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Need to align sales and marketing? The ‘KRK’ model will help

Dr. Sachin Mohan Bhide
Founder, Eha Management Consultancy | Marketing Strategist | 24+ Years of Practice

Kaathu Vaakula Rendu Kaadhal

Img source: https://www.imdb.com/title/tt8302918/?ref_=mv_close

Inspiration we can draw from the Tamil movie ‘Kaathuvaakula Rendu Kaadhal (KRK)’ for Sales and Marketing Alignment

Aligning Sales and Marketing teams is a challenging role. While watching the movie, I felt that the theme of the movie provides a great correlation with a common challenge of sales and marketing alignment. Here is the philosophy. Please take this comparison in a lighter vein.

Some of the common challenges that businesses face when sales and marketing are not aligned: marketing focuses on engagement while sales focus on revenue, disagreement over what constitutes a qualified lead and when and how marketing should hand it to Sales, and sales and marketing communicate different messages, creating a disconnected customer experience.

Rambo is introduced at the beginning of the movie as the one with two lovers. Nobody marries into Rambo’s family because it is believed that anybody who will get married to a member of this family will die. Rambo’s father married a school teacher to show that the marriage myth was superstition. But his father died the day Rambo was born. Rambo was called unlucky because the day the moment he came to this world, the rain stopped.

Sales and marketing are two lovers of an entrepreneur or a large company. Entrepreneurs and large companies call themselves unlucky because many times the product/service they are promoting gets unlucky, unsuccessful. Sales and marketing are both essential to the success of the same offering and they approach the customer from different perspectives.

One day, when Rambo is talking with his mother about how unlucky he is, she tells him about ‘Jinx’, that luck is preceded with obstacles that is unluckiness. In business, breaking the jinx requires sales and marketing to work together rather than in isolation.

Rambo leaves his home and starts working two jobs. During the day, he is a cab driver, and at night, he is a bouncer at a club. Like Rambo, businesses often manage two different roles; businesses often expect sales and marketing to play different roles while working towards the same goal. At the club, he meets a girl named Khatija and they start liking each other. He also meets Kanmani in his day job and they also start liking each other. Whenever Rambo likes something, he fears losing it.

When both Khatija and Kanmani say I love you to Rambo at same time, Rambo becomes lucky, he gets ice cream, rain & his mother gets well.

Same is the case with Sales and Marketing, when they are together, the business is lucky. This is when sales and marketing should stop working as two separate teams and start working towards a common business goal. Because otherwise the sales and marketing teams are always at cross roads. When Sales and Marketing work together, they create better results for the business.

Once both the girls realize that they love Rambo, they start fighting for his attention. Similarly, Sales and Marketing can sometimes compete for attention and resources instead of working together. When they came to know that Rambo had lied to them about dissociative disorder, they got angry. A business needs both Sales and Marketing to succeed.

In the end, for the sake of Rambo’s dying mother’s wish, they agree to marry Rambo, which is a fake marriage. In business too, Sales and Marketing have to come together to succeed and make the business successful.

Sometimes our mindset can be a major obstacle in honing our positive attitude required for aligning sales and marketing. Change your mind-set for good to provide excellent sales and marketing alignment.

I will look forward to your feedback. If you like the blog, credit goes to the movie and if you don’t like it, you can blame me 🙂

Aside from this learning, just enjoy watching the movie with excellent cinematography, acting, and music.

Regards,
Sachin Mohan Bhide
9823038828
sachin@ehamanagementconsultancy.com
http://ehamanagementconsultancy.com/ 

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LEGAL DISCLAIMER:

This communication shall not attach any liability on the originator or Eha Management Consultancy. It is advisable to double check the points before you take any decision based on it. I do not represent any industry association, chamber of commerce, etc.