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New Technology Unites Sales and Marketing
The problem, of course, is that sales-marketing alignment is easier said than done. And even when it’s done, companies often go about it all wrong, focusing on what Miller calls “point initiatives” such as common lead definitions and better communication. Certainly, these areas are important but they don’t get to the heart of the issue, says Miller.”Sales and marketing need to throw out old notions of marketing leads and sales cycles and departmental boundaries,” he argues, “and focus instead on integrating marketing and sales as dual drivers of revenue.
