Forrester marketing report
Almost half of surveyed marketers have trouble attributing program spend to revenue results.
Retiring the age-old tension between marketing and sales is not about alignment—rather, it’s about collaboration. Marketing must create a more interdependent relationship with sales that puts the customer at the center of the conversations.
This report explores the changing nature of the relationship between marketing and sales, marketing’s need to be more accountable for revenue, and the impact of technology on managing this change.