Identifying Friction that Prevents Forward Motion
First in a five podcast series on strategies to improve sales and marketing performance
All companies are searching for ways to drive top-line revenue, yet research tells us that two thirds of CEOs are dissatisfied with the progress their organizations are making against revenue goals. So what’s blocking their strategic plans for increasing business? Here’s a hint: It’s not the economy.
The answer, plain and simple, is friction. Friction slows down everything. It’s the single most powerful force that can bring progress to a screeching halt. And from our experiences working with many organizations, nowhere is friction more prevalent than between sales and marketing.
In this series of podcasts, a proven, repeatable four-step process will be revealed that organizations can use to reduce friction between sales and marketing and improve cross-functional interaction and coordination across and within departments.