Five Spots Where Marketing And Sales Alignment Isn’t Enough

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There’s been a lot of discussion around sales and marketing alignment recently – but figuring out which efforts are worth going the extra mile for is hard. Pat Spenner of CEB has covered five critical areas that need more than alignment between sales and marketing. Pat says, “What is required for today’s winning go-to-market strategies is a synthesis of experience, information and insights that only comes from ‘deep collaboration.’ This feels more like co-creating, rather than informing and consulting.” These five areas include:

  1. Customer Understanding
  2. Commercial Insight Creation
  3. Content Strategy Creation
  4. Lead Management Process Mapping
  5. Lead Qualification

So how do you drive deep collaboration between sales and marketing for each of the above mentioned? Read the full article here.

About the Author

Garin Hess

Garin Hess

Garin Hess is a serial entrepreneur with over 18 years of hands-on in-the-trenches experience. Garin has founded two software companies, two industry conferences, and a non-profit organization. He is currently the founder and CEO of CONSENSUS, an interactive demo automation software company that helps sales organization scale the pre-sales function. Outside of work, he enjoys reading history, mountain biking, singing with and conducting community choirs, and spending time with his family. For Garin, nothing else beats a lazy morning cooking breakfast for his wife and three kids or trying hard to keep up with his son on the tennis court.