I just completed over seven months of research on the subject of sales and marketing alignment in B2B organizations with my colleague Rick Bradberry, and we uncovered some huge concerns that amount to a precarious future for alignment between these two functions.
Our research found high perceptions of alignment but a low degree of actual alignment. We heard quite a few tales of trust, respect, and coordination, and we heard just as many tales of friction, exclusion, credit-stealin...
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