Yes, alignment is critical to build and maintain efficient growth these days. But be wary of over-pivoting.
Sales engagement platforms tend to enable this "ghost marketing" or "ghost sales" by making it really easy for either function to lean into the others' work stream.
Jump to this part of the conversation with John Arnold from Forrester https://www.youtube.com/watch?v=WdTlPuTuITE&t=3453s
#B2Bmarketing #alignment #CustomerObsession #B2BSales #GTM #PipelineStrategy #LifecycleRevenueMarketing #GrowthDriver #B2BGTM #B2BStrategy #Innovation #NewPlaybook
John Arnold is a Principal Analyst at Forrester, helping B2B organizations grow revenue with marketing strategies for a digital-first world. He is an expert in frontline marketing strategies and the co-creator of Forrester's lifecycle revenue marketing approach. John has been a published marketing author since 2007 and began his career building marketing education programs at Constant Contact (IPO in 2007) and the Mobile Marketing Association. John was also on the advisory board at Wildfire (acquired by Google in 2012). John's marketing leadership roles include product marketing and sales enablement at Return Path (acquired by Validity), account-based marketing (ABM) strategy and consulting at Demandbase, and vice president of marketing at FullContact.
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