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How ‘strategic alignment’ is helping B2B marketers cut the friction with sales
Rather than being seen purely as a means to drive leads, B2B marketers are using shared goals and “grown up” conversations to nurture their relationship with sales.
The relationship between marketing and sales can be a tight one with many synergies, as well as one fraught with tensions over priorities and accountability.
Within B2B the dynamic can become even more complicated, with marketing often characterised as serving the sales function. Striking a balance based on collaboration and mutual respect helps keep both functions on track.
