Summary
Internal alignment is a vital area of focus for global B2B marketing organizations. For organizations with partner ecosystems, the importance of alignment extends to channel and partner marketing teams because the lack of alignment to support the needs of partners — both globally and across their regions — can negatively affect channel and partner outcomes. In this report, we highlight the importance of alignment across B2B marketing organizations, the current state of alignment between global channel marketing and regional partner marketing, and the potential impacts of misalignment.
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