Aligned to Achieve: How to Unite Your Sales and Marketing Teams into a Single Force for Growth

by Tracy Eiler, Andrea Austin

A smart, practical guide to rocket-powered business growth Aligned to Achieve puts sales and marketing on the same page, creating a revenue 'dream team' that will drive your organization to new heights. Smart, practical explanations, case studies, and tips guide you toward action over theory, and dozens of examples illustrate the tangible effects of these changes in action at business-to-business companies. Written by sales and marketing executives who have made alignment work, this book is directed toward practitioners and leaders seeking to crack the code of sales and marketing alignment. Contributions by industry thought leaders and B2B executives provide fresh perspective and nuanced direction, while thoughtful, strategic, and well-supported guidance throughout helps you remove the obstacles standing in the way of your organization's financial and strategic goals. Misalignment between sales and marketing is an age-old problem―frequently lamented, but seldom addressed. As this schism grows amidst the evolving marketplace, its effects on top and bottom line performance are being felt more than ever before. This book shows you how to bring sales and marketing together effectively once and for all, leveraging their strengths to build an unstoppable force for growth. Misalignment is frustrating for everyone in sales, marketing, and leadership. It's also detrimental to your organization's performance―but the problem is not insurmountable. In fact, most of the obstacles it creates are self-inflicted, and entirely within control of leadership. Aligned to Achieve helps you identify and remove those obstacles, and build a culture of sustainable growth.

208 pages, Hardcover

Published September 26, 2016

Reviews

[Joel Pacheco · Rating 4 out of 5]

Misalignment is expensive

Good starting point for those realizing that the misalignment between marketing and sales is leaving money on the table. Now give this book to everyone in your team so that they get on the same page.

P.S. You'll probably receive a lot of pushback from sales but it's worth it.

[Zane Davis · Rating 3 out of 5]

Good overall but perhaps a bit dated. Conceptually still valid but the technology supporting sales and marketing collaboration has moved far beyond.

[Anastasia Dumarque · Rating 3 out of 5]

Has some good ideas but ultimately out of date.