Best Practice Report

The Chief Sales Officer And Demand Creation: Aligning On Marketing-Sourced Sales Pipeline

January 1st, 2018

Summary

In many organizations, marketing supports sales efforts by creating demand and delivering an additional stream of leads to sales. Chief sales officers (CSOs) must align with marketing and agree on targets for marketing-sourced leads that sales can convert into opportunities and revenue. In this report, we discuss key measurements the CSO and marketing should use for targeting and tracking marketing’s contribution to the sales pipeline, along with data on the level of contribution that CSOs may expect from marketing.

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