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Four New Ways To Think About Aligning Marketing And Sales

June 24, 2015

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Changes in buying dynamics, advances in automation, and the digital availability of customer information all increase the visibility surrounding lead-to-revenue processes. Visibility also helps marketing better account for its impact on the pipeline. Despite this, tensions between marketing and sales persist concerning the quality of support that marketing brings to the revenue-production equation.

To progress from open hostilities to collaborative détente, B2B Marketing leaders and their teams will need to reimagine sales enablement strategy, support, and programs around not just customer acquisition but also the journey that spans the buyer's lifetime. This means creating a more interdependent relationship with sales that puts the customer at the center of the conversations that marketing and sales create.

During this Webinar, attendees learn four ways to rethink their approach to realigning the working relationship between marketing and sales. Laura shows why talking more about the problems and issues that buyers face better aligns lead-to-revenue planning and processes around outcome-focused goals. You'll see how top marketers achieve this end by 1) shifting from passing leads to sharing the buyer's context; 2) making sales the face that buyers see; 3) developing narratives that spark conversation; and 4) supporting customer success management with ongoing marketing-led communications.


  • Marketing And Sales Alignment Remains A Challenge
  • Why Sales And Marketing Together Make Revenue Production More Efficient And Predictable
  • Marketing's New Sales Enablement Charter — Create Lifelong Customer Engagement

Key takeaways:

  • Redefine sales enablement around creating meaningful, engaging conversation with prospects that carry over seamlessly to postsale experiences.
  • Create a collaborative working experience with sales that increases marketing's impact on revenue while making the selling process more efficient.

Vendors mentioned:

Captora, Clearslide, Demandbase, Dynamic Signal, Gainsight, idio, Infer, Nudge, Oracle Eloqua, Marketo

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