Once registered, you can:

  • - Read additional free articles each month
  • - Comment on articles and featured creative work
  • - Get our curated newsletters delivered to your inbox

By registering you agree to our privacy policy, terms & conditions and to receive occasional emails from Ad Age. You may unsubscribe at any time.

Are you a print subscriber? Activate your account.


Improving B2B Sales and Marketing Alignment: Lessons Learned from the Field

Published on .

There are three issues B2B organizations must address in order to improve sales/marketing alignment: 1.) Recognizing and addressing fundamental shifts in the sales and marketing roles over the past decade, 2.) contending with the frequent lack of mutual empathy and understanding between sales and marketing and 3.) fixing the inability to re-frame marketing and sales processes in terms of fundamental lead management and dialogue with the B2B buyer – i.e., putting the buyer in the center of the process.

This session will tackle these issues and provide practical, real-world examples of how B2B organizations were able to improve their sales and marketing alignment.
Most Popular
In this article: