Waiting for B2B Alignment | ANA

Waiting for B2B Alignment

With the C-suite on board, sales and marketing teams like those at Lenovo and Akamai Technologies are starting to work more in concert

Sales and marketing alignment remains one of the toughest challenges among many B2B companies. However, while they may have different views of what defines success, sales and marketing executives are acting much more in tandem when it comes to serving their customers, says a new study. Buyers are also playing a key role in pushing marketers to integrate with their sales counterparts.