Many teams suffer from the dysfunctional misperception that their job is just to get raw materials to the next team. Marketing should just dump a bunch of leads at the door of the sales team, the more the better, regardless of quality. If the sales team cannot convert them into business, that’s the sales team’s responsibility. This kind of “Balkanized” thinking is a recipe for conflict and underperformance. Instead, build collaborative teams that agree on goals and tactics, and collaborate to win!
In this chapter, you review the sources of data for analyzing Your Online Sales Engine, learn about common analysis pitfalls, and connect the dots to return on investment (ROI).
Revisiting the Project Goals
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