Much has been written about the quest for Sales and Marketing alignment, and Marketing Operations is often at the sharp end in its pursuit. Among those declaring "tight" Sales and Marketing alignment, significantly higher growth rates were reported in Aberdeen Group's benchmark report, Sales and Marketing Alignment: The New Power Couple. Keys to success include shared lead definitions, qualification criteria and best-practice processes. With the usual proviso that technology is never the answer, underlying system considerations should be emphasized.
Systematic Information Sharing
Efficient and effective sharing of contact data and leads between Sales and Marketing is a crucial aspect of alignment and marketing agility. Holding data separately means … Read more →