Alignment between Sales and Marketing has been a challenge for organisations through the ages. Now, fundamental changes in your buyer's behaviour are increasingly creating misalignment between these two functional areas. Misalignment breeds inefficiency. Propose to close rates fall, the quality of leads fall - cost of acquisition increases.
Just like Goldilocks' quest to find the porridge that's just right, the challenge for marketers is to get the temperature of their content just right - not too cold and not too hot.
Lead generation is a key role of B2B marketing in today’s increasingly competitive business environment. Of course, in such an environment, the race to generate leads is always on, and marketing is always faced with challenges in generating the right amount of high quality leads.