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.