Why sales and marketing alignment must come from the top

It’s one thing to talk about a revenue-responsible marketing department at the sales kick-off.  It’s fairly common these days to have sales and marketing leaders agree to common objectives.
It’s quite another thing, of course, for these two teams to know how to work together on a Tuesday.  True alignment between sales and marketing doesn’t happen at sales kick-off, it happens via the tactics, processes and habits that connect the two groups on a daily basis. Read more…