Sales And Marketing Must Partner Around Opportunities - No Matter The Pipeline Stage
Forrester, Monday, June 24th, 2024
Misaligned practices put revenue teams on the back foot with B2B buyers. The lack of partnership between sales and marketing leaves both teams with incomplete views of how their buyers are engaging with them and missed chances to better support buyers in their path to purchase.
Too many marketing and sales teams are still holding onto old dogmas and operating in a way that does not reflect how buyers want to engage, which makes it harder to do their jobs and achieve their collective revenue goals. Three disconnects are at the center of this:...