When companies fail to build a bridge from their “big idea” strategy to the sales conversation, there’s a negative business impact. Not giving adequate attention to connecting strategy and branding to sales messaging results in a mix of these unpleasant results:"The divide can look like a lot of finger pointing. Sales, marketing, and product teams believe they are delivering, but the reality is that they are not on the same page and haven’t agreed on a common approach on how we go to market in an integrated way. I think that kind of misalignment is not uncommon, and it certainly isn’t healthy for a business." Dawn McPhail Sr. Director, Integrated Marketing, Brightspace by D2L
How will you connect your organization’s big idea for growth with what your sales team is communicating to customers? The answer hinges on strong sales and marketing alignment that bridges the divide between marketing strategy and sales conversations.