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Marketing and sales have always had a combative relationship in B2B marketing, often regarding each other with cynicism or downright hostility, rather than working together seamlessly for the greater good of the organisation.
However, for lead nurturing to work effectively, sales and marketing need to reforge their relationship, based on a new set of rules, guidelines and parameters, focused on achieving common and mutually agreed objectives.
This session focuses on providing practical steps towards a harmonious sales and marketing relationship, and ultimately a more profitable organisation. Topics to be covered will include:
Understanding common areas of conflict and defusing tensions.
Establishing common objectives – defining goals.
Defining leads at various stages.
Creating a lead handover criteria.
Feedback and refining this criteria.
Reporting and measurement.