Marketers are responsible for leads, unique website visitors, and brand awareness. Sales is responsible for the length of the sales cycle, win rate, and closing business. Sound familiar? On the surface this makes perfect sense—divide and conquer. But in fact, it's this black-and-white division of labor that leads to unhealthy tension and inefficiencies.
If you're tired of the sales and marketing tug of war over resources, blame, and credit, this Take 10 is for you. In just 10 minutes, we'll explain why it's time for marketers to take shared ownership of three traditional sales metrics and how, by doing so, you can improve collaboration and focus on activities which drive the business forward.
THIS VIDEO TUTORIAL FEATURES:
Samantha Stone is the founder of The Marketing Advisory Network and author of Unleash Possible: A Marketing Playbook That Drives Sales. She has launched go-to-market initiatives and led award-winning marketing strategies for technology companies.