Trends Report

B2B Sales And Marketing Alignment Starts With The Customer

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

January 27th, 2011
With contributors:
Matthew Dernoga , David Cooperstein

Summary

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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