Johnny Aldred Johnny Aldred Copy Editor, Performance Marketing World

How to align your sales and marketing functions – once and for all

It’s a tale as old as time – sales and marketing people who share the same end goal heading off in different directions. So how can you put a stop to it?

John Cheney, CEO of cloud-based CRM vendor Workbooks, analyses what’s really going wrong and how to finally get all those ducks in a row…

Alignment between sales and marketing should be a priority for any business leader looking to generate growth. Of course, experience tells us that’s easier said than done. Their intended destination may be the same, but often sales and marketing teams have been at odds when it comes to getting there, relying on different approaches, using different success metrics and speaking different languages.