The misalignment of your sales and marketing teams does more damage than you think. The disconnect between marketing and sales goes way back in history, but the business impact is getting worse and is now directly affecting top- and bottom-line performance, according to original research. Aligned to Achieve brings both sides to the table to explore why alignment is so critical, and then provides a concrete action plan for achieving alignment in any company.

Customers don't see marketing and sales--they see a brand, which is one reason misalignment can damage growth and profits even when both departments are achieving team goals. Even if both teams use the same data, research shows the majority of teams have no idea what the other is doing and the result is lost revenue--lots of it. For the first time, two pioneering executives in marketing and sales share their firsthand experience aligning business-to-business organizations in a convenient and comprehensive road map.

Written for real-world use, it tackles the tough objections and common pitfalls to avoid along with the hands-on strategies for improving culture, process, leadership, and technology--all to drive alignment. Every topic is examined in straightforward, jargon-free language and includes insights from the authors as well as today's leading minds and studies. Illustrative case examples demonstrate how strategies unfold in actual practice, and every chapter includes a checklist of things to do, "if you do nothing else," to ensure your organization survives until it can fully align and thrive. This single resource gives you the versatility to spearhead the full alignment of any size organization--in fact, take it into the boardroom with you to confidently:

• Create and lead sales and marketing initiatives proven to inspire teams and increase collaboration
• Build alignment into every process at every level, from corporate leadership down
• Optimize your technology to make customer data your company's currency for growth

The journey of today's buyer has changed as their access to information has increased; their path is no longer linear nor does it follow your sales process. If you don't adapt, you will fail. This new paradigm requires breaking down walls, sharing common goals, and effectively communicating in order to be Aligned to Achieve.