Sales and Marketing Alignment


When marketing and sales teams align, they can create dramatic improvements in marketing ROI. The concept explores the benefits of achieving alignment between marketing and sales departments and provides useful information on its implementation.

Technique Overview

Sales and Marketing Alignment

Sales and Marketing Alignment Definition

The implementation of business strategy relies on the effective management of customer relationships, while the formulation of business strategy recognises the resource provided by strategic sales capabilities (Cravens et al., 2011).

Sales and Marketing Alignment Description *

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Business Evidence

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Business Application

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Professional Tools

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Further Reading

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Sales and Marketing Alignment References (4 of up to 20) *

  • Crandell, C. (2011a) Why CEOs can't Blame Marketing or Sales for Lack of Alignment. Forbes.com, 11th Feb. [online] Available at: (www.forbes.com/sites/christinecrandell/2011/02/11/why-ceos-cant-blame-marketing-or-sales-for-lack-of-alignment/) [Accessed 10th December 2012].
  • Crandell, C. (2011b) How Alignment Helped Sales Win. Forbes.com, 14th Aug. [Online] Available at: (www.forbes.com/sites/christinecrandell/2011/08/14/how-alignment-helped-sales-win/) [Accessed 10th December 2012].
  • Cravens, D.W., Le Meunier-FitzHugh, K. and Piercy, N.F. (2011) The Oxford Handbook of Strategic Sales and Sales Management. Oxford Handbooks Online.
  • Kotler, P., Lee, N., Farris, P.W., Bendle, N.T., Pfeifer, P.E., Reibstein, D.J., Light, L., Kiddon, J. and Reece, M. (2010) Marketing Strategy from the Masters. FT Press.

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