Good morning, Marketer, is your alignment giving you pain?
In B2B there is one pain point that never goes away: Aligning sales and marketing. It is always listed as a top challenge by execs on both sides. A lot of money has been spent on a lot of technology to fix this and, while it’s a lot better, the issue remains.
It may be unfixable in any permanent way. Sales and marketing operate in constantly changing circumstances. The economy, technology, sector-specific developments and more all have an impact on them. The conditions are dynamic and fluid and so is the approach of the people responding to them.
We thought it would be important to get a sales-side view of this. So, we asked John Leonelli, head of sales, B2B Americas, at Babbel, for his take on working with marketing, putting together a campaign and more.
Constantine von Hoffman,
Managing Editor
