Summary
As self-service buyers become more prevalent, marketing must work further down the sales funnel to highlight specific gaps in understanding across job functions. Whether it's misaligned performance metrics, lack of clarity around lead scoring (and definitions), or a misunderstanding of comp plans, there are clear points where marketing and sales don't fully get each other, leaving sales ops in the middle to make sense of the chaos. This brief advises B2B marketers on how to properly engage with sales operations and ensure tighter alignment between their sales and marketing organizations.
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