While it's true that all employees are in some ways responsible for the sales and success of the company – it's also true that a series of guideposts and checkpoints are necessary if a uniform message is to be consistently delivered.

Among the sales staff, content uniformity (not delivery method necessarily) is even more essential and the most valued conduit for delivering information to the customer. The more finely-tuned the message and the more it's in concert with the marketing strategy, the more successful each will be.

Also, vertical marketing replaces sales management guesswork with clearly defined goals. In an atmosphere like this, salespeople are more willing to put forth greater effort, accept more responsibility, and exercise more personal initiative.