InnerView Published on the American Management Association’s Playbook

The dance between the marketing and sales teams can easily become fraught with major missteps that lead to disappointing results. Too often, the sales team takes the blame for this misalignment. But in reality, the marketing team leads the dance and can sometimes step on its partner’s toes.

With so much cost incurred in the initial stages of developing product messaging, the marketing team can’t afford a halfhearted handoff. There are five steps marketing teams can take to ensure seamless messaging and a great relationship with the sales team. Read the full article here.

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