Maximizing Lead-Generation Marketing ROI, Part 2: Insight, Alignment, and Action

The need to better align the sales and marketing organizations is generally well known. They are connected through their shared roles in motivating customer-purchase activities and divided by different cultures that concentrate on distinct portions of the customer-purchase funnel.

There’s no doubt that alignment is good, but what must you ultimately accomplish to drive performance and profitability?

The big opportunities are tied to driving better-informed actions, which is a combination of what you know, what you do, and knowing how well you did. The marketing and sales teams can prioritize their efforts, allocate budgets, and design high-impact strategies by managing insights, alignment, and actions in the following key areas:
* Lead transition
* Funnel tracking
* Sales-effectiveness support

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