SiriusDecisions Summit kicks off with discussion of sales and marketing integration

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Lake Las Vegas, Nev.—SiriusDecisions Summit 2008 opened Wednesday with a keynote speech by Janice Chaffin, group president-consumer business unit of Symantec Corp., about the challenges of integration of sales and marketing.

“Sales and marketing people have different DNA,” said Chaffin, who was previously CMO of Symantec.” Fundamentally, it really is a challenge to keep these two groups aligned. The goal may be the same, but the metrics are different.”

Chaffin listed four keys to success in integrating sales and marketing: focus on the customer, a common set of goals, good communication and teamwork.

—Kate Maddox

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