‘Every successful business strategy starts with the customer in mind’. However, customer centricity is not an easily acquired attribute – particularly in today’s world where each customer is unique, and customers’ preferences and behaviors are changing faster than ever before. In such a scenario perfect alignment between Sales and Marketing – the two business functions that have maximum direct or indirect contact with the customer at multiple touch points, is extremely important.
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Based on responses from 238 Sales and Marketing leaders based in India, this research not only assesses the state of Sales and Marketing alignment within this part of the world, but also identifies top reasons for any existing disconnect between these two critical pillars of business.