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Sales-Marketing Alignment: An Introduction

Sales-marketing alignment involves bringing the two core functions of a business—sales and marketing onto the same platform. Though this seems logical, a study by the CMO concluded that 30% sales groups polled believed marketing is not in sync with the prospects and hence ignores key areas such as customer acquisition and retention. In fact, only 7% of the respondents said that sales and marketing worked together very effectively. This whitepaper explains why aligning sales and marketing is important, how it can benefit your company, and how you can go about achieving it.