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Is Sales & Marketing Alignment Still a Challenge?

Organizations where sales and marketing functions are well-aligned can grow 20% faster and be 15% more profitable than those where sales and marketing are disconnected or—worse—at odds, said Tracy Eiler and Andrea Austin, co-authors of the new book “Aligned to Achieve: How to Unite Your Sales and Marketing Teams Into a Single Force for Growth” (Wiley, 2016).

CMO.com spoke to Eiler and Austin about the state of sales and marketing alignment in B2B and what it will take to improve.

Read the article: CMO.com »

Sales & Marketing

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The New B2B Customer Buying Behavior: How Sales and Marketing Practices Need to Change

The ground is shifting in B2B buying behavior as customer-directed journeys replace the traditional funnel. This is new and promising territory for organizations that embrace data, reallocate budgets, and do the hard work of bringing more collaboration to sales and marketing. Knowing what really makes customers tick may be the cure for the slow growth many suppliers have experienced during the tepid global economic recovery.

Discover how marketers can respond to the major disruptions affecting the decision journey of the B2B customer.

Read the article: McKinsey & Company »

Sales & Marketing