Defining Sales & Marketing Optimization

The need to do more with less, faster has brought sales and marketing to figure out how to work better together.   There is antidotal evidence that over one-third of all B2B companies starting talking about improving their sales and marketing alignment in the middle of last year.  Most of the talk is around lead management - how to get more leads and sales to follow them up.  And there are the inevitable side conversations about marketing or sales leadership and if it is time for a change. These are all good conversations as it means people are open-minded to change on some level.