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Sales & Marketing Alignment Demands C-Level Involvement
By Dan McDade, President & CEO, PointClear
Life is good when sales and marketing are fully aligned. The two groups work in harmony. Correctly deployed resources and effective processes click. The results: more sales, increased revenue and lower costs.
But when they are out of sync, the path takes a nasty detour south. Marketing complains it doesn't get feedback and leads aren't accepted. Sales complains it doesn't have time to nurture long-term prospects and leads aren't qualified. Neither group is really at fault, but the costs of non-alignment make it imperative both get on the same page as quickly as possible.
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