Using Marketing to Improve Sales Effectiveness

Brought to you by DSD Business Systems and the Aberdeen Group

Enterprises today are challenged to maximize business results with fewer resources to do so. In this battle, many organizations struggle to realize their full potential, because their sales and marketing organizations are not in step with one another. In June and August of 2010, Aberdeen surveyed 453 companies to assess the state of sales and marketing alignment and its impact on their business results. The research findings indicate that aligning sales and marketing is no longer an option but a critical requirement to improve sales effectiveness. This Research Brief will review the key factors used by Best-in-Class organizations to optimize sales effectiveness by streamlining marketing processes and improving marketing's contribution to sales efforts.