©IDG Communications, Inc. Photo contributed by Matthew Mikaelian.
BtoB Daily News
Scottsdale, Ariz.—Sales must be “pulled into the fold” by marketing, to better understand alignment and sales enablement. That was the overriding theme delivered throughout last week’s SiriusDecisions Summit 2011 and reiterated on its final day.
“It’s not a question of adding systems to fix sales and marketing alignment, but rather a challenge of leadership,” said John Neeson, SiriusDecisions’ managing director, at a wrapup session Friday. “It’s about two leaders—the heads of marketing and sales—fixing things together.” Read more