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With many businesses, the relationship between sales and marketing varies from passable to openly hostile.
This presents a problem. It’s not enough for these two vital departments to simply coexist. Sales and marketing are interdependent and should be closely aligned – one cannot succeed without the other. Working together can create real value within a business and the stronger the relationship, the better the results.
Here, we look at why it remains an issue and what can be done to bridge the gap between the two teams.
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Account-based Marketing (ABM) has been around for some time. And whilst it hasn’t been replaced, it has been enhanced – to ABX: Account-based Experience.
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