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Why Is Sales And Marketing Alignment All Of A Sudden So Important?

If You Want To Hit Your Revenue Targets, It’s A Non-Negotiable

A few days ago, a prospect mentioned that her CEO was on a sales call with one of their reps and she didn’t recognize the company the sales rep was describing when talking about their business. It’s an obvious symptom of sales and marketing not being on the same page. On the Salesforce.com blog, Jill Rowley explains how marketing and sales need to know a lot more about the customer to improve the key funnel metrics.

But sales and marketing have been on different pages since the beginning of time. Plenty of companies (including large and successful ones) have produced amazing growth while sales hated marketing and marketing hated sales. Why is alignment so important now?

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Pass The Baton, Not The Blame

Ever heard of sales and marketing not getting along? You’re not alone. Aligning marketing and sales has quickly become a top priority for companies around the world. What’s the perceived problem, in 50 words or less? I’m glad you asked: 

Sales is not happy with the quality of leads passed from marketing (“They’re nowhere near ready to buy!”), whereas marketing believes that sales squanders the opportunities that marketing so brilliantly brought to the surface (“You haven’t even called him? He downloaded our whitepaper and attended the webinar!”).

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