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BtoB

Aligning sales and marketing leads to revenue gains

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Boston—Companies that align sales and marketing functions generated 47% of the sales forecast pipeline from “marketing sourced leads,” according to a report by Harte-Hanks' Aberdeen Group.

The survey, “Sales and Marketing Aligment: Collaboration+Cooperation=Peak Peformance,” also indicates that companies that align sales and marketing produce an average increase of 20% in top line revenue.

The report, conducted this summer online and via phone, was based on a survey of 453 marketing executives. It is available for free at the Aberdeen Group website.

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