Sales and Marketing Alignment: Critical to Achieve, Difficult to Measure

Surveying B2B professionals is one of the best ways to get a clear picture of what’s really going on in our industry –– and sometimes that means uncovering hard truths. Take sales and marketing alignment. Most people would say they’re pleased with the steps they’ve taken and think things are going better than ever. But a recent study by LeadMD and Drift shows the complete opposite is true, with alignment at most organizations actually failing. Fortunately, it doesn’t have to be this way.

In his recent article for MarketingProfs, “Three Steps to Better Sales and Marketing Alignment,” LeadMD CEO Justin Gray shares additional findings from the study along with foundational steps to make organizations make real impact on alignment. He discusses why sales and marketing need to work together to define ICPs and how gaining buy-in will make it easier for them to communicate and agree upon goals. Justin also dives into a key aspect of alignment: defining an approach to measurement.

Read the article here.