Before you rectify potential sales and marketing misalignment, consider marketing and customer misalignment, writes Ardath Albee. Fragmented marketing departments, all working in separate silos, may lack communications and cooperation. That, in turn, may lead to being out of step with the company's customers. Creating a storyboard for everyone to work from, meeting to refine the program and using common metrics are some of the steps to realign marketing efforts.
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