It’s no secret that there is often tension between sales and marketing at B2B organizations. This situation is only exacerbated by the oft-present silo mentality, where departments operate as individual units. In fact, Forrester data shows that only 8% of B2B companies have tight marketing and sales alignment. And a report from DemandGen and Insideview asserts that the prevalence of fractured departments is only increasing, driven by the following challenges:
