‘Together at Last: How to Achieve Sales and Marketing Alignment’ – Business.com

Jeffrey Davis II says, “In today’s business environment it is becoming more and more important to have strong alignment between sales and marketing.

The Aberdeen Group’s research shows that companies that optimize the marketing/sales relationship grow revenue 32 percent faster.

This is clear evidence that the dysfunctional and sometimes toxic relationship between these two functions can no longer exist if the organization is to succeed against the competition.

Some may ask then why don’t we just appoint an executive, like a Chief Revenue Officer, and make them work together?

My Simple Answer Is, Management Is Not the Problem

There needs to be a fundamental shift in the way these two functions see each other and a clearer understand of their interdependence. I call it creating “togetherness”. It’s that sense of understanding that we are all in this together and if we don’t work together well we won’t be able to generate revenue and then we all loose”.

Together at Last: How to Achieve Sales and Marketing Alignment

Business.com