Vision Report

The Future Of Marketing And Sales Alignment

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

October 11th, 2024
With contributors:
Steven Casey , Matthew Selheimer , Riley McDonnell , Arianne Burnette

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.

Want to read the full report?

Contact us to become a client

This report is available for individual purchase ($1495).

Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.