B2B销售和营销协助的投资回报率（英文版）.pdfVIP

用户上传 更多免费报告请查看研报客 28% THE ROI FROM B2B SALES AND MARKETING ALIGNMENT 24% AND WHAT BEST PRACTICE LOOKS LIKE By Andrew Haussegger 15% Managing Director - Green Hat 用户上传 更多免费报告请查看研报客 Customer Experience strategy Sales Enablement strategy ANDREW HAUSSEGGER Co-founder and Managing Director at Green Hat None In this e-book, Andrew Haussegger opens up the discussion on Sales and Marketing Alignment in B2B firms and provides a guideline to turning these two often disparate functions into a unified fighting force... There is still a ‘chasm’ between most B2B Marketing and Sales teams. I spoke recently at a B2B Marketers Forum on Sales and Marketing (SaMa) Alignment. As part of my preparation, I referred to available market research as well as the Green Hat/ADMA annual B2B marketing research. I sought out the views of some leading CMOs to see how they felt about the state of their alignment. The one-line summary is… there has not been much improvement over recent years. 2 用户上传 更多免费报告请查看研报客 28% Is that surprising? Yes and No. 24% Yes… because alignment is something internal to an organisation that the CXOs can actually control and it can have significant impact on financial performance. 15% More on that below. No… because B2B firms are sales-driven, not marketing-driven (like B2C). They tend to invest more in the sales function than the marketing function, and often are not