Improving Sales and Marketing Alignment
Alignment between Sales and Marketing is, in many ways, the Holy Grail of organizations striving to deliver an exceptional customer experience. Close alignment between the two teams ensures a deeper understanding of the customer, making it easier to build relevant content and digital experiences that set them apart. Yet tension between Sales and Marketing can get in the way of such alignment. To reduce this tension and build trust, a kind of “relationship counseling” can be helpful. This whitepaper explores how developing a common understanding around the language and processes employed by modern Marketing organizations can help close the gap, and encourage the teamwork and information sharing that enable both teams to work in sync toward mutual goals.