Looking Beyond Sales and Marketing Alignment

In many B2B marketing organizations, marketing is expected to deliver leads and sales is expected to close. In a world of perfect sales and marketing alignment, marketing and sales have a common definition of qualified leads, the number of leads needed, when leads should be delivered and how the handoff from marketing to sales will function.

But is this really perfect sales and marketing alignment? A clear definition of roles and responsibilites with no overlap?

Adam Needles (@abneedles) makes some great points that call this into question [Read more…]