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AGILE MARKETING by Michelle Accardi-Petersen

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Collaborative Leadership

Marketing and sales always seem to be at odds. Ever wonder why? No, it's not because salespeople are egomaniacal jerks who think they know everything, or because marketing folks are a bunch of lazy, good for nothing, ivory-tower stuffed suits (though I have seen some organizations where those generalizations could stick). It's because their missions are not aligned. Sales is tasked with bringing home the bacon on a month-to-month, quarter-by-quarter basis. Marketing has a longer time threshold with awareness, thought leadership, demand generation, and lead nurturing metrics being measured over a much longer time period. ...

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