Moving Past the Culture of Blame
Ongoing disconnect hampers cooperation of sales and marketing
Driven by pressure to improve sales and boost the bottom line, b-to-b marketers are working to close the gap that often exists between sales and marketing organizations.
A recent study by the Chief Marketing Officer Council, "Scenarios and Solutions: Mapping the Sales Effectiveness Traps and Gaps," found many disconnects between the two groups.
The qualitative study was based on in-person interviews with more than 100 global marketing and sales executives during a series of workshops this past spring.
