Despite what many executives believe, in today’s rapidly evolving business landscape, marketing and sales teams are still experiencing significant misalignment, and it is likely to get worse.
This is, at least in part, because empowered buyers, converging technologies, and sophisticated automation are blurring traditional roles and responsibilities. Multiple factors are creating functional ambiguity and role reversals that demand a new strategic approach.
This Forrester report reveals:
- Why current alignment efforts are failing (despite leadership’s perceptions)
- The forces that will be reshaping marketing-sales dynamics over the next 3-5 years
- A strategic framework for building effective partnerships between GTM teams
- Several approaches for creating a more successful marketing and sales paradigm
