In the B2B world, aligning sales and marketing has been a challenge going back decades. If you believe the stereotype, it’s because marketing is the colouring-in department and sales are know-it-alls who don’t listen. Regardless, the underlying problem is that too many companies build marketing and sales in silos, while the top performing companies have them working closely together.
The rise of B2B marketing automation has required the two groups to work closely together with mixed success. The increasing adoption has also meant the ability to stand out from your competition by using MA techniques is diminishing. However, the increasing efficiencies being brought to account-based marketing (ABM) strategies is allowing B2B marketers to cut through the noise and stand out.
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