Summary
As individuals within buying groups become more self-directed in their engagements, sales and marketing organizations continue to work in silos. This lack of collaboration is most acute in the sales pipeline, where opportunity ownership and management remain largely the preserve of sellers. Yet buyers engage with both sales and marketing throughout the buying cycle, so revenue teams must align to be more effective. In this report, we present challenges posed by marketing and sales silos and five changes companies can make to align these functions and improve opportunity outcomes.
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