You know the story. It's the end of the quarter and the sales numbers are below the target. The sales team is pointing fingers at marketing because they aren't bringing in enough qualified leads, and marketing is responding by saying sales is at fault because they don't know how to follow up on a lead. Sound familiar? Today, many businesses lack synergy between the sales and marketing organizations due to a variety of reasons, including:
Success in the sales and marketing departments is measured differently
Sales and marketing have a different vision of the ideal target customer
Actionable customer insight sits in dozens of disconnected databases
There is a lack of a 360-degree view of customers and their buying preferences
Broken processes make it impossible to track what is working
The technology is too hard to use so that there is limited adoption
Read this new white paper by Peppers & Rogers Group and Microsoft to find out how sales and marketing teams can create a shared go-to-market strategy that focuses on customers, not products.