Gartner Research

Strengthen B2B Demand Generation by Aligning Marketing and Sales

Published: 11 July 2018

ID: G00361169

Analyst(s): Noah Elkin

Summary

Successful B2B demand generation programs rely on close alignment between marketing and sales. Fostering alignment maximizes the ability of marketing leaders in B2B organizations to engage high-value prospects and customers. Use Gartner's A-C-E model to keep marketing and sales working in sync.

Table Of Contents

Analysis

  • Align Marketing and Sales Around Customer Outcomes
  • Get Your Lead Management House in Order by Focusing on Maturity and Lead Quality Perception Gaps
    • Advance Lead Management Initiatives Across the Organization With a "Council"
  • Use Martech Tools to Keep Marketing and Sales in Sync by Tracking Delivery Against Marketing and Organizational Goals
  • What to Do Next:

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