Menu
Home
Log in / Register
 
Home arrow Marketing arrow Value-ology: Aligning sales and marketing to shape and deliver profitable customer value propositions
Source

Definition of Alignment

The definition of alignment we will run with in this chapter is:

Noun alignment

  • 1: the act of aligning or state of being aligned; especially: the proper positioning or state of adjustment of parts (as of a mechanical or electronic device) in relation to one another
  • 2: an arrangement of groups or forces in relation to one another Source: ‘alignment’. Merriam-Webster.com 2016

The Approach

In this chapter we will be ‘eating our own dog food’ by modelling the approach we put forward for understanding customers and markets in Chap. 4. We will begin by examining a combination of secondary commercial research and academic research into marketing and sales alignment. After this we will cover the results of our own original research: an alignment survey we sent to over 120 marketing and sales practitioners and in-depth interviews with fifty marketing and sales leaders.

We will then provide you with a tool to help you assess how well your organisation is aligned right now. Finally we will put forward a prescription to achieve customer alignment that drives revenue and sales growth.

 
Source
Found a mistake? Please highlight the word and press Shift + Enter  
< Prev   CONTENTS   Next >
 
Subjects
Accounting
Business & Finance
Communication
Computer Science
Economics
Education
Engineering
Environment
Geography
Health
History
Language & Literature
Law
Management
Marketing
Mathematics
Political science
Philosophy
Psychology
Religion
Sociology
Travel