Even in more advanced “account-based marketing approaches” those linear “physics” remain largely unchallenged. First the marketing, then the sales. Or, more accurately, first scaled digital engagement, followed by targeted seller interaction. And the decades-long pursuit of tighter “sales and marketing integration” has centered on progressing deals along that journey as “seamlessly” as possible, eliminating “friction” and aligning metrics, data, and sometimes even incentives and reporting structures to ensure the handoff from digital to human selling is as efficient as possible
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