How to foster an integrated marketing-and-sales organization

05/16/2013 | B2C Marketing Insider

If you want to integrate your marketing and sales organizations, you should have one executive in charge of both departments, merge your technological systems and create a unified demand-generation process, David Dodd writes. "What's important here is the recognition that marketing processes and sales processes are components of a single revenue generation system and that they are often connected and interdependent," he writes.

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