‘How to Engineer Sales and Marketing to Have Shared Goals’ – Business.com
Jeffrey Davis II says, “One of the key distractors to achieving Sales and Marketing Alignment (SMA) is having misaligned goals between Sales and Marketing.
It has been estimated that “most companies spend 30 to 40 percent of their revenue on Sales and Marketing” [Marketo]. With a spend that high it is imperative that these two functions be moving in the same direction and be able to assess what success looks like.
If they are not able to set goals on the same metrics then there is no incentive to work together nor the ability to hold colleagues accountable. This is a dangerous combination for any business.
“Most companies spend 30 to 40 percent of their revenue on Sales and Marketing” -Marketo“.
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