Summary
Business-to-business (B2B) marketing and sales teams perform poorly when it comes to demand generation across the board, which results in continuous tension to support goals to create qualified leads, build pipelines, and meet sales forecasts. The factors holding them back are almost entirely internal issues under their control but difficult to fix. To knock down the barriers to demand generation success, marketing and sales leaders need to align their teams around the customer, build an integrated lead management process, demonstrate thought leadership, and make incremental improvements with automation.
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