Sales and Marketing alignment is a complex issue involving culture, processes, politics and egos. All of this may seem daunting to an eager sales or marketing manager who simply wants to drive improved revenue results in their company by getting Sales and Marketing to collaborate more effectively.
Regardless of the complexity and obstacles, there is one relatively simple (but not entirely easy) step that companies should take immediately. This is to identify the stages of the buyer’s journey and align their sales and marketing processes to it.
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