B2B Sales And Marketing Alignment Starts With The Customer

Use The Customer Buying Cycle To Align The Go-To-Market Strategy
January 27th, 2011
Matthew Dernoga
and David Cooperstein


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-so

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