5 best practices for achieving sales and marketing alignment
Customers have decided what sales and marketing do now. We all need to embrace this new reality. At Mezzanine, we often talk about the enormous shift that has occurred in the B2B buying process. I’ve even written a book about it: The Radical Sales Shift. Prospective customers have gone rogue, and they’re doing the lion’s share of their research before they even want to talk to you. The way prospects need to be managed throughout the sales funnel has changed, and sales and marketing need to get aligned in order to meet those changes.