A couple of days ago, I performed a Google search using the term “sales and marketing alignment.” My search produced 169,000 results. When I limited the search to the past year, Google still returned 23 pages of results. So clearly, sales and marketing alignment is still a hot topic in the B2B sales and marketing world.
Marketing and sales professionals have long recognized the importance of forging a more productive relationship between sales and marketing, and some companies have made progress in improving the quality of the marketing-sales relationship. It’s also clear, however, that many companies have more work to do to turn their marketing and sales organizations into a cohesive, high-performing demand generation team.