If you read an article that claimed a majority of business leaders believed that their sales and marketing teams are aligned, how would you react? Would you laugh at the outrageous optimism? Would you nod in agreement because, clearly, your team is among the aligned? Either way, there’s a bigger problem at hand: An undeniable lack of alignment around the meaning of sales and marketing alignment itself. This makes self-assessments essentially worthless. My team and I have gotten so damn tired of hearing about alignment but seeing no proof of its existence and no unity around its definition.
- Published in Demanding Views