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Mind the gap between marketing and sales: Part 2

By Jeff Campbell

Gap? What gap?

In a previous post (Mind the gap) I described the gap that exists between marketing and sales. You know, the one where marketing measures campaigns by direct engagement with materials and by customer actions on the web whereas sales measures activity of salespeople and the state of opportunities. Because these are two different units of measurement along the continuum from awareness to closed sale, it is difficult to accurately gauge a return on the marketing investment and to forecast.

You may also recall how this makes the sales manager’s job a critical one in terms of translating the sales measures into a reliable forecast. The marketing manager, meanwhile, must reconcile marketing measures in the context of forecast and revenue to demonstrate a return on the marketing investment. In other words, “mind the gap.”

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