A diagnosis: sales and marketing misalignment

Sales and marketing alignment is currently an industry-wide focus, but what is it that makes it so difficult to achieve? Aligning two separate mechanisms that have been programmed with different motivators and goals is always going to be impossible unless you re-programme it entirely.

Sales and marketing will never completely align until they are working towards the same goals that can be measured in the same way. By adjusting to a customer-centric process, rather just customer-centric messaging we create a more aligned strategy which promotes a complete and thorough customer experience.