Not aligning with Sales is one of the biggest mistakes BtoB marketers make, according to SiriusDecisions' John Neeson (and confirmed time and again by marketing teams who waste time and effort on programs that fall short of revenue impact).
"There has to be ongoing collaboration," Neeson said at our recent Smart Marketers Series 2011 stop in Chicago. Marketing needs to work closely with Sales to define leads, create programs, and guide the sales team on what to do with those leads.
See John discuss the other major "mistake," below.
Next week, SiriusDecisions will join us again in Atlanta for another Smart Marketers stop. He'll discuss the demand center, the model recommended by SiriusDecisions for effective and efficient demand generation. Bulldog President Todd Davison will follow with insight into how companies are successfully building highly efficient programs.
The Smart Marketers events bring together marketing directors and VPs across a range of verticals.
Interested in attending the next stop in Atlanta on June 8? Register here.
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