Aligning sales and marketing requires a mindset change from scarcity of resources to be fought over to one of abundance achieved through partnership. Companies that take steps to integrate the activities, processes and structures of the two teams are seeing top-line results. Reinforcing the teamwork with a culture that values shared accountability and supporting the alignment with common technology platforms improves the bottom-line.
If you’re in marketing, and want to achieve alignment with sales, sparking that initial conversation can be daunting. The key to success is choosing who to talk to, and when.
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