Last week we posted Till Death Do Us Part I where we unveiled the principles necessary to firmly synchronize sales and marketing. If after reading Part I you’re confident in your understanding of the fundamentals, then its time to move to Part II – the tactics organizations must implement to maintain a sustainable alignment between sales and marketing.
We’ve all heard a lot about sales and marketing alignment; the concept has been beaten nearly to death. But it’s worth bringing up again because it’s so effective (32% gains in year-over-year sales, says Aberdeen Group research) – yet only a paltry 8% of companies say they have tight alignment between sales and marketing. Why so few?