B2B Sales and Marketing Alignment

Misalignment between B2B marketing and sales is all too common, and notoriously difficult to resolve. But there are ways marketing leaders and their teams can prioritize issues for better, more productive relationships with sales. Key Question: What are the steps marketing leaders can take to improve alignment with sales? KEY STAT: A July 2022 survey from Activate found that 35% of B2B tech marketers and decision-makers in North America believed steady communication and lead generation can help their relationship with sales. Table of Contents: Executive Summary Strong relationships start with C-suite alignment. Here’s how to bridge the relationship gap with sales. Both teams must understand today’s buyer. Alignment on content is key across the entire buyer journey. Good data—supported by the right tech—is at the heart of alignment. Measurement and attribution are critical for success. How can sales and marketing teams achieve alignment? Insider Intelligence Interviews Sources Med