The latest article on ‘The Forrester Blog’ is titled “Lead-To-Revenue Management Fosters Marketing/Sales Alignment”.

Lori Wizdo says, “I’ve been having a lot of conversations, recently, about sales and marketing alignment. (Well, honestly, who working in B2B marketing hasn’t?)  In Forrester’s most recent Marketing Organization and Investment survey, we asked the respondents (522 B2B Marketing Execs from companies with more than 100 employees) about the quality of collaboration between sales and marketing.  Fifty-seven percent of marketing execs reported weak or mixed collaboration with sales when “defining lead qualification criteria” and “administering leads and lead pipelines”. Those numbers underscore the much-storied rift between marketing and our colleagues in sales”.

Lead-To-Revenue Management Fosters Marketing/Sales Alignment

The Forrester Blog

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