Aligning marketing and sales

Michael J. McDermott

InsideView, a provider of business intelligence to sales and marketing teams, conducted a survey in the US that found a lack of alignment between sales and marketing is a growing problem, and is having a direct effect on top- and bottom-line performance.

The issue of strategic and operational alignment between sales and marketing is not a new topic in the B2B realm, and most organizations agree on its importance, at least in theory. Why, then, is it so challenging to achieve that alignment in practice?

As a recent survey by Demand Gen Reportpoints out, the lack of alignment between sales and marketing is frequently lamented but rarely addressed. In fact, the survey, which was conducted for InsideView, a provider of business intelligence to sales and marketing teams, concluded that "lack of alignment is actually becoming a bigger problem today, and...

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