The goal of this presentation is to achieve making CEOs and other customer-facing executives think differently about how sales and marketing should interact. With increased scrutiny for marketing to prove ROI on their activities and it becoming increasingly hard for B2B salespeople to even get in front of customers, the old way of doing business is no longer an option. This presentation focuses on using evidence-based research and empirical knowledge to propose real-world strategies that work.

The key objectives of the presentation are to:

* Establish an understanding of the detrimental effects that occur by not aligning sales and marketing
* Explore the key reasons why this relationship continues to be a challenge for most organizations
* Examine strategies and tactics to promote cohesiveness between these two functions that will lead to improvements in achieving revenue targets.