B2B mark e ti ng op er a tions is on the rise with s ales and mark e ti ng le ader s tu rni ng t o op s t o mak e mark e ti ng e f f or t s mor e e f ficien t and e f f ec tiv e —and t o help or ches tr a t e vit al alignmen t . W e ’l l div e i n t o the w a y s mark e ti ng op s c an le ad t o s uc c ess f ul s tr a t egic alignmen t and gr o w th—and R OI— s t ar ti ng with these s t ep s : M ark e ting op er a tions m u st star t b uilding a r ela tionship wi th s ale s t o a v oid mis alignm en t . A f t er al l, s ale s an d mark e ting mis alignm en t o f t en r e s ul t s in decr e ased pr o d uc tivi t y , c o sting b u sin e s se s u p t o $1 tril lion p e r y e ar .2 R e a ch o u t t o s ale s le a der ship t o join w eekly m ee tings f or a glimp se in t o th eir q

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