Using Analytics to Align Sales and Marketing Teams

Posted by Andris A. Zoltners, PK Sinha, and Sally E. Lorimer on Mon, Nov 12, 2018

Many companies struggle to deliver a consistent and easy buying experience for their customers.

Consider the following scenario: A manager wants to purchase some computer software for her business. She asks an analyst on her team to do an online search for information. The analyst recommends a particular software company’s solution. The manager peruses that company’s website and requests more information by entering data about her needs through a webform. The software company emails relevant materials, which the manager reviews before reaching out to an inside salesperson with questions.


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