Why Every Sales and Marketing Team Needs a 'Boundary Spanner'

Posted by Andris A. Zoltners, PK Sinha, and Sally E. Lorimer on December 9, 2019

Dharmendra Sahay was a co-author on this blog post. This blog was originally published on Dec. 3, 2019, on HBR.org.

Advances in data, technology and analytics continue to bring new opportunities for improving sales and marketing effectiveness. Digital capabilities have evolved from descriptive (reporting what happened), to diagnostic (understanding why), to predictive (projecting what will happen if), to prescriptive (recommending what to do). But the road to realizing value continues to be bumpy.

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