The Smoking Gun of Sales and Marketing Alignment

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The Smoking Gun of Alignment » Crandell’s Corner
Boards and CEO, regardless of their domain expertise, are puzzled as to how to measure marketing. When asked what metrics they use the most frequent response is leads. Yet when probed, it’s not really leads, it’s inquiries. Both groups then lament on how marketing cannot produce quality “leads” and when asked how they fix the situation, the most frequent response is to replace the CMO. The response was the same for those CEOs that rose through sales as well as marketing ranks.

... a great post by @ChrisCrandell

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