A fellow marketer from the B2B Marketing Exchange, Regina asked: “How do I get my marketing peers to shift their thinking so they focus on helping sales achieve their goals?”
I’ve discovered that, in enterprises, budget, business goals and measurements influence how marketers behave and function as a team. If your marketing peers are not supporting sales, one of the possible reasons may be that their marketing objectives or success measurements are not set up to motivate that behavior.
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