The Importance of Aligning Marketing and Sales
Strategic Communications
NOVEMBER 11, 2021
In a 2013 Harvard Business Review article , “Why Sales and Marketing Don’t Get Along,” authors Andris A. Both teams must agree on how to allocate the company’s resources—or procure what’s needed—to achieve the goals of the shared strategy. Zoltners, P.K. Sinha, and Sally E.
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