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Sales and marketing teams must jointly embrace analytics to understand revenue drivers, customer preferences, and trends that indicate revenue opportunity or risk. But they struggle to align because marketing is perceived to use analytics to drive short-term, early-stage lift from campaigns, while sales responds to unexpected analytical outcomes with suspicion. During this webinar, we explore those cultural realities and cover four common revenue objectives and the specific analytical techniques that can support marketing and sales alignment along the way.
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Analytics programs can be linchpins to revenue growth. But, too often, marketing and sales teams, operating with different perspectives and practices, fail to optimize the ROI of analytics efforts. Salespeople remain unconvinced when analytics challenges
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