Apocalypse Now: The Military Guide to Marketing-Sales Alignment

Sales-Marketing Alignment

The struggle for alignment starts with domain. Sales departments sometimes say, “Just get us leads, and we’ll close them”. Sure but, if it’s that simple, anyone can close them–marketing can close them–so why do would it need a sales department? Marketing departments like to say there are best practices for everything marketing-related, so let marketing lead, … Read more

The West Wing: Align Sales and Marketing with Case Studies

Marketing-Sales Alignment

Listening to a company’s sales calls is one of the most valuable ongoing activities for aligning Sales, Marketing, and Product/Services. When I listen, what I want most is the “point of pivot”. In every successful sale, there’s a moment the decision is made BEFORE it is communicated explicitly. There’s an emotional pivot, a point where … Read more

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