CHAPTER V – BRIDGING THE GAP THE INTERLINK WAY

CHAPTER V – BRIDGING THE GAP THE INTERLINK WAY

Discover your target audience Whilst statistics from MarketingSherpa show that 61% of B2B marketers send all their leads to sales, they also show that only 27% of those leads are considered ‘qualified’ or ‘actively looking to purchase’ by the sales team. At the same...
CHAPTER III – UNDERSTANDING BOTH SIDES

CHAPTER III – UNDERSTANDING BOTH SIDES

Take a look at the team canvas, and you’ll notice that whilst marketing and sales may have different tasks, goals, strengths and weaknesses, their purpose is ultimately the same. They share aims and values as a result.  In this chapter, we look at how outcomes are...
CHAPTER II – WHY IS THERE A DISCONNECT?

CHAPTER II – WHY IS THERE A DISCONNECT?

Misalignment between the two teams generally arises from a lack of sharing – whether that be sharing a vision, sharing their needs, sharing information or sharing responsibility. We can break this down further into five key areas: Goals Only 58% of US marketers and...