Keys to Cracking the Code on Marketing and Sales Alignment

by Laura Patterson

The results of a recent Red Herring CMO survey revealed that marketing and sales alignment remains one the top five strategic issues for 2007. Approximately 42% of the respondents termed it a crucial problem. Companies attempting to resolve the issue often approach the problem by trying to tighten the alignment of marketing activities within the sales cycle, improving coordination around lead generation, and increasing sales force participation in the marketing process. Sadly, these attempts often fail. Here's how to enact meaningful change. ... cont'd

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