We’re almost a quarter century removed from the coining of the phrase “sales and marketing alignment,” a concept that dates back another 30 years. Businesses have been wrestling with the idea of coordinating two teams of people with different skill sets, ideas, personalities and goals ever since the emergence of marketing as a profession. Meanwhile, business leaders often cite the need to share data — and to use it to unite sales and marketing around a single mission. We all know we should be doing it, but are we?
Loading ...
Why Is Sales-Marketing Alignment Getting Worse?
Posted by: Christopher J. Bucholtz February 1, 2016 11:09 AMWe’re almost a quarter century removed from the coining of the phrase “sales and marketing alignment,” a concept that dates back another 30 years. Businesses have been wrestling with the idea of coordinating two teams of people with different skill sets, ideas, personalities and goals ever since the emergence of marketing as a profession. Meanwhile, business leaders often cite the need to share data — and to use it to unite sales and marketing around a single mission. We all know we should be doing it, but are we?