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Seven Steps to Real Sales and Marketing Alignment

Terry Forsey

As software companies start to grow, many will need to add sales and marketing resources to their team to sustain their growth. It is often said that Sales and Marketing are contrary colleagues and rarely play as one team. Sales expect the recognition of success and marketing are expected to play a support role. Sales don't understand the creative aspects of marketing and marketing believe they're the only strategic thinkers.  Sales believe that they make the numbers while they're accused on being solely focused on the month or quarter end.  Some of that may be the case in larger companies many of whom might be your competition but it does not need to be the case in smaller businesses. In fact small companies are uniquely placed to achieve a degree of sales and marketing integration not found in most major competitors.

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