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.