Alignment and Effective Working Relationships in Lead Generation
Introduction
In the previous chapter we identified a number of barriers to sales and marketing collaboration. One of the most pressing issues with the sales and marketing interface is that of organizational barriers. In this chapter we consider some of the issues and benefits of aligning sales and marketing processes to reduce organizational barriers.
There is considerable evidence to indicate that there are organizational as well as financial benefits to facilitating an aligned sales and marketing interface. Some studies have found as much as a 47 percent increase in revenues when sales and marketing activities are aligned (Aberdeen Group ...
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