How a Lack of Sales and Leadership Buy-in Is Killing Marketing Morale Worldwide is the best article on marketing I’ve read this month. It argues that if we see marketing as an engine driving business, rather than just another necessary expense to be borne, we move towards a healthier alignment between sales and marketing which benefits everyone. Marketing can take greater responsibility for revenue, it argues, something it’s long avoided. Sales, in turn, should be forced to update its perspective on buyer behaviour and acknowledge that its impression of marketing’s influence on a closed deal is much too low.
The article is well worth a read.