There's been a lot of discussion around sales and marketing alignment recently - but figuring out which efforts are worth going the extra mile for is hard. Pat Spenner of CEB has covered five critical areas that need more than alignment between sales and marketing. Pat says, "What is required for today’s winning go-to-market strategies is a synthesis of experience, information and insights that only comes from 'deep collaboration.' This feels more like co-creating, rather than informing and consulting." These five areas include:
- Customer Understanding
- Commercial Insight Creation
- Content Strategy Creation
- Lead Management Process Mapping
- Lead Qualification
So how do you drive deep collaboration between sales and marketing for each of the above mentioned? Read the full article here.