Aligned to achieve : how to unite your sales and marketing teams into a single force for growth /
| Main Authors: | , |
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| Corporate Author: | |
| Format: | eBook |
| Language: | English |
| Published: |
Hoboken :
Wiley,
2016.
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| Subjects: | |
| Online Access: | Connect to the full text of this electronic book |
Table of Contents:
- Title Page; Copyright; Dedication; Foreword; Chapter 1: Why Align?; Misalignment Stalls Your Path to Growth; Misalignment Leads to Mistrust and Hostility; Here's What We've Seen-and Why We're Devoted to Changing It; Misalignment Is Getting Worse and Here's Why; What It Takes to Align; What to Expect from This Book; Chapter 2: Get Those Cultural Obstacles out of Your Way; Alignment Must Be a CEO-Driven Initiative; Recognize Your Differences as You Build Your Alignment Strategy; Get Ready for These Common Objections to Alignment; Translating Culture into Growth-Driving Behaviors
- Chapter 3: Build Alignment into Every ProcessProcess Is Where Your Culture Hits the Road (It's a Bumpy One); Creating Your Customer Engagement Strategy; Alignment Process Fundamentals; Don't Just Change Processes, Rebuild Them to Support Alignment; Chapter 4: An Aligned Organization Requires a Different Kind of Leader; Is Alignment Obvious or Is It a Stretch Goal?; Attributes of an Aligned Leader; What Makes a Good Leader in an Aligned Organization?; Chapter 5: Data Is the Great Equalizer of Alignment; More Data from More Sources; Data Is the Currency of Growth; Determining Data's Value
- Maintaining Your Data's HealthData's Role Across the Customer Journey; Data Is the Great Equalizer; Chapter 6: Push Alignment Beyond Sales and Marketing and into the CIO's Office; Technology Is Shifting Faster than You; View Technology as a Tool, Not a Silver Bullet; Technology Should Support Your Data Strategy; Keep Your Eye on Alignment; Building an Alignment-Optimized Tech Stack; Getting Your Budget in Order; Remember that Technology Should Enable, Not Detract; Where IT Fits in an Aligned Organization; Collusion Is Such a Dirty Word, but It Works; Chapter 7: Cracking the Code of Alignment
- Uncovering the Roots of MisalignmentChallenges to Alignment; What Separates Alignment Leaders and Laggards; At Least We Can All Be Friends; Chapter 8: Leading-Edge Concepts for Reaching Complete Alignment; Prepare for What's Next; Prediction #1-The Rise of the Consultative Seller; Prediction #2-Millennials Have a Major Impact; Prediction #3-Cross-Training Becomes Imperative; Prediction #4-Academia Catches Up; Prediction #5-Marketing Compensation Gets Tied to Pipeline; Prediction #6-Account-Based Everything Becomes a Top Priority; Prediction #7-Customer Data Strategy Rises in Importance
- Expect Alignment to Continue Its ExpansionPrepare Your Team for Tomorrow, but Start Cheering Them on Today; Acknowledgments; Index; End User License Agreement