Vision Report

The Future Of Marketing And Sales Alignment

Traditional Alignment Is Going To Derail And You’re Not Ready

 and  four contributors
Oct 11, 2024

Summary

Marketing and sales alignment is going to derail because empowered buyers, converging technology, and advanced sales and marketing automation are blurring traditional roles and responsibilities. Most B2B executives say their marketing and sales teams are aligned, but they’re not. Most marketers and sellers say there is a substantial lack of alignment. Leaders must rethink marketing and sales alignment and prepare now for a future of functional ambiguity and potential role reversals. This report explains the forces shaping marketing and sales alignment over the next three to five years and recommends a strategic alignment model for a more effective partnership between marketing and sales.

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