Can a pivot to digital bring sales and marketing into better alignment?

Marie Griffin

Despite a constant chorus to embrace an increasingly post-digital world, some aspects of B2B marketing remain stubbornly resistant to change.

Despite a constant chorus to embrace an increasingly post-digital world, some aspects of B2B marketing remain stubbornly resistant to change. Focusing on three trouble spots for business marketers, the "2020 B2B Marketing Trends Report: Brand, Content, and Sales-Marketing Alignment," released by ON24 and NetLine, examines the difficulty in building emotionally connected brands in B2B, the failure of most marketers to leverage event content for multiple uses and channels, and a lack of progress in aligning marketing and sales around a common set of goals and objectives.

The study is based on responses from 659 B2B marketers participating in a series...

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