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Marketing Vs. Sales: How Account-Based Marketing Can Solve the Civil War

In 1858, Abraham Lincoln famously quipped, A house divided against itself cannot stand.

Lincoln s wisdom rings true with my own marketing and sales experience. Too often, I ve seen marketers and salespeople engage in workplace warfare, forgetting entirely that both teams should have the same goal.

I recently caught up with Jeff Perkins, CMO of QASymphony, to discuss this office Mason-Dixon line. When sales and marketing operate in silos, each looks at the other and says, They don t get it, Perkins explained.

Neither takes the time to step back and realize they re both shooting at the same target. But times have changed; customers have become harder to reach, Perkins added.

Sales can no longer cold call their way to a quota, and marketing can no longer insist its programs work without showing the data. Frankly, they need each other more than ever.

An Office Divided.


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