Sales and marketing alignment is crucial as misalignment can significantly impact the bottom line. The traditional funnel model, now outdated, fails to address the dynamic nature of modern customer journeys. The shift to a digital-first environment, accelerated by the COVID-19 pandemic, demands collaboration between these departments to meet faster decision cycles and the expectations of empowered, informed customers. Best practices include adopting a loop model for ongoing engagement, establishing shared goals, fostering a culture of respect, and implementing mutual incentive structures. Companies that align sales and marketing see a 67% increase in conversion rates and 209% higher revenue from leads

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