Sales and marketing should be working together to drive revenue, but unless companies actively seek to align these two functions, a disconnect can occur that can have substantial negative effects on the business.
This whitepaper helps you understand what can cause such a disconnect, the impact it can have on your business and more importantly how to address it. It maps out a strategy that, if implemented, will see the theory of sales and marketing alignment become a reality.
The problem is recognised in many organisations, and from time to time there are initiatives to try to bridge the chasm. Unfortunately, very often they are incomplete and so unsuccessful. To be successful, the organisation’s leadership needs a clear-eyed view of he issues this divide causes and the opportunities that are lost because of it. They also need a clear strategy to deal with those issues.
In this white paper we describe these pain points, we map out a strategy that, if implemented, will see the theory of sales and marketing alignment become a reality, and we describe the benefits that will result.
