ABM is Bridging the Gap Between Marketing and Sales in the Public Sector
The goal of any marketing plan is to generate qualified leads that convert to sales. Therefore, by definition, every marketer’s biggest customer is their salesperson.
However, despite both departments working to generate revenue, marketing and sales teams often operate as separate entities with both parties pursuing different leads in conflicting manners. More than half of marketers and salespeople reported a divide between their teams in Walker Sands’ State of Martech 2019 report. This misalignment creates a rift that…