To get past this, we must align everything
to, for, around and with the customer

But so often we are aligned otherwise…

Sales focus on

Pitching the value prop better
Making more calls
Writing better “door-breaker” emails
Better discovery process
This Qs SPIFF
etc etc

Marketing focus on

Making the next eBook
Running the next webinar
Improving the lead scoring rules
Tweaking a landing page
Optimizing paid social spend
etc etc

I believe we do this because there is comfort in action
But really, we should be asking deeper questions