Ah, the new year… there’s nothing like having a fresh start to inspire ambitious marketing plans, promises to run big campaigns and intentions of testing some of the fancy new technologies all the cool kids are using these days. But when I reflected on the challenges our team faced in 2017, the major missteps really weren’t marketing-related. In fact, I think our shortcoming was being too focused on our marketing programs and not stopping to get input from our second-most important “customer” — the sales team.
Now, this isn’t a kumbaya session on “sales-marketing alignment” or a lecture on “breaking silos.” It’s a reality check for those of us marketers who have never asked sales what they could do better.
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