The Pitfalls of Sales and Marketing Alignment
Two Real-World Case Studies Exposing the Costly Downsides of Sales and Marketing Alignment
Sales and marketing alignment is not all it's cracked-up to be. And those who pursue alignment as an objective unto itself are missing an opportunity at best, and at worst, doing harm to their businesses. In this dual case study, you will learn:
- How conflicting objectives, divergent strategies, and different tactical approaches can actually be healthy.
- Why having sales and marketing on the same page can be very damaging if the page is from the wrong book.
- How curtailing renegades in the interest of harmony could actually hurt your company's revenues and profits.
- Why sales and marketing alignment should be seen as a bi-product of something else, rather than the objective.
This case study is just one of hundreds of educational resources you get access to as a Marketing Ops Journal subscriber.
More Subscriber-Only Resources From Our Library
-
Survival Strategies for Raising Prices
In this on-demand training seminar, learn why some B2B companies struggle with price increases while others are able to do it with far less pain and angst. What are leading companies doing differently to execute price increases with far less risk, conflict, and uncertainty?
View This Webinar -
Getting Serious About Sales Effectiveness
It's all too easy for marketing teams to get stuck into a sales enablement role--relegated to taking orders from the sales team. Learn what leading marketing teams are doing to break out and to strategically drive sales to become more effective.
View This Webinar -
Leveraging Peer Pressure To Boost Your Margins
Fixing poor pricing and discounting practices can seem futile. And playing bad cop isn't much fun. This tutorial shows you how to build a "system of influence" that gets your salespeople to police their own pricing and discounting behaviors.
View This Tutorial -
Pricing Services to Align with Customer Value
When you’re selling services or project work, it can be challenging to get customers to focus on the value being delivered or exchanged. In this recorded training seminar, learn how to improve revenue and margins when your offering is largely intangible.
View This Webinar
