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For B2B Marketing Professionals

B2B Sales And Marketing Alignment Starts With The Customer

Use The Customer Buying Cycle To Align The Go-To-Market Strategy

January 27, 2011

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Authors

  • By Jeff Ernst
  • with David M. Cooperstein,
  • Matthew Dernoga

Why Read This Report

Despite the best intentions, the conventional thinking of marketing and sales leaders around how to align these two teams is flawed, as it addresses the symptoms rather than the cause of the chasm. Without a common design point — the customer's problem-solving cycle — all other efforts to align these two groups are like trying to mix oil and water.

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Table of Contents

  • B2B Marketing Leaders Constantly Struggle To Align With Sales
  • Alignment Starts With A Common Design Point: The Customer
  • RECOMMENDATIONS

  • Don't Over-Align
  • Supplemental Material
  • Related Research Documents

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