Alignment


Aug

05

2013

Calculating the Cost of Misalignment between Sales and Marketing

Contributed by Charles Besondy   Companies, particularly B2B firms, are so accustomed to operating with friction between sales and marketing they have become numb to the negative effect this has on business performance. The CEO is often insulated from the day-to-day pain that misalignment causes. I believe if the costs of misalignment were better understood, every CEO would put marketing and sales alignment on their...

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