A Guide to successful Marketing and Sales alignment SIX ESSENTIAL STEPS FOR SUCCESSFUL MARKETING AND SALES ALIGNMENTToday’ s buyers are no longer dependent on the vendor as the sole source of information about their products and services, instead preferring to educate themselves. And as the buying process continues to be influenced by various powerful external forces, greater alignment between Marketing and Sales organizations is not only desirable, but imperative. INTRO D UCTIO N INTRO D UCTIO NSo here’ s the challenge: Historically, Marketing and Sales teams have worked independently. They work off different metrics, possess dissimilar personalities, and utilize disparate systems. This relationship creates tension and inefficiencies. Oftentimes, Marketing criticizes Sales for

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