The Practical CMO by Chief Outsiders

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Core Reasons for Poor Alignment of Sales & Marketing

July 28, 2020

Bob Lambert Part 2



This is a continuation of the conversation with Bob Lambert of Samurai Business Group, LLC. We pick up with Bob talking about the reasons poor alignment happens. He says there must be three things in place:

Understanding the goal - a clear view of your future.

Getting a strategy alignment supporting that goal

Understanding and accepting the role each person plays to get there.

When one or more of these isn't happening, you are guaranteed not only poor alignment but eventual failure.

Here how to avoid the common causes of missing the mark:

  • Weak leadership
  • Silo isolation
  • Execution fumbles.

The earlier portion of this interview is available here:

What Happens When Sales & Marketing Collaborate, and What Happens With They Don’t?