In an ideal world, marketing and sales create a shared go-to-market strategy that focuses on customers, not products. In this world, marketing creates demand with the right kinds of (profitable) prospects as well as promoting the brand, and sales has the insight and selling tools it needs to close those sales. This foundation of joint ownership and continuous information sharing is enabled by accessible and flexible technology. This white paper will review the obstacles to making business development a team sport and then will present best practices around people, process and technology for aligning the sales and marketing organization. Through insight from thought leader Don Peppers we will highlight key elements, including strategy,.
