A cohesive strategic approach to sales and marketing is essential but companies divide their marketing into a myriad of departments whose responsibilities often overlap. Departments such as; customer marketing, brand marketing, channel marketing, category marketing et al often coexist within an organisation making it impossible to harmonise strategies and plans. Evaluating performance and profitability is virtually impossible making future planning pure guesswork. Furthermore job roles constantly overlap creating confusion and disharmony. A focussed, synergistic approach is missing and businesses need to re-assess their organisational structure in order to get back on track.