The Pitfalls of Sales and Marketing Alignment
Two Real-World Case Studies Exposing the Costly Downsides of Sales and Marketing Alignment
Sales and marketing alignment is not all it's cracked-up to be. And those who pursue alignment as an objective unto itself are missing an opportunity at best, and at worst, doing harm to their businesses. In this dual case study, you will learn:
- How conflicting objectives, divergent strategies, and different tactical approaches can actually be healthy.
- Why having sales and marketing on the same page can be very damaging if the page is from the wrong book.
- How curtailing renegades in the interest of harmony could actually hurt your company's revenues and profits.
- Why sales and marketing alignment should be seen as a bi-product of something else, rather than the objective.
This case study is just one of hundreds of educational resources you get access to as a Marketing Ops Journal subscriber.
More Subscriber-Only Resources From Our Library
-
Being Fearless When Selling to Procurement
Even the most seasoned sales professionals can be fearful of procurement. In this recorded and transcribed interview with author Chris Provines, we take an inside look at the goals and tactics of today's purchasing people.
View This Interview -
Lowering the Cost of Customer Churn in B2B
It's not uncommon for 30-50% of a company's customer base to be in some stage of defection. We spoke with Javier Aldrete and learned the new approaches companies are using to recover the revenue they're losing to customer defection and churn.
View This Interview -
Avoiding Mistakes in Customer Profitability
For most B2B companies, it's important to maximize the value of every customer you get. But customer profitability management is full of land mines that need to be avoided.
View This Guide -
Closing the Gap on Growing Existing Customers
A MindBrew research briefing that exposes and explores a mission-critical capability that most B2B sales operations are admittedly lacking.
View This Research
