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Aligned to Achieve : How to Unite Your Sales and Marketing Teams into a Single Force for Growth by Andrea Austin and Tracy Eiler (2016, Hardcover)

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Crack the Code to Rocketing Business Growth Aligned to Achieve challenges the status quo of marketing and sales operating in disharmony and prescribes an empirically supported framework to completely align the revenue teams, from lead generation to closing. Fast-paced, intelligent, and written for practical implementation, this evolutionary guidebook for the busy, forward-moving executive provides a tangible, repeatedly successful approach to unifying sales and marketing on messages, goals, data, and processes. Competition in the business-to-business space has evolved rapidly with advances in technology, and organizations that don't update obsolete growth strategies will fail. The market is crowded, and differentiating a brand to hold a buyer's limited attention requires a consistent, seamless journey through every purchase. This inspiring guide gives you everything you need to make it happen. "Austin and Eiler offer a wonderfully fresh perspective through their paired marketing and sales voices. They're empowering our industry to move the dialog forward with the insights and concepts they've shared in Aligned to Achieve ." Phil Fernandez , CEO of Marketo "Written by two of the brightest sales and marketing leaders in b-to-b, Aligned to Achieve covers proven strategy and pragmatic tactics together in an easy-to-read format. Highly recommended for all revenue generators who want to increase the effectiveness and ROI of their efforts moving forward." Matt Heinz , President of Heinz Marketing "The importance of sales and marketing alignment has been talked about for years but rarely acted upon. Aligned to Achieve provides the foundational 'why' sales and marketing must align, which is supported by fact-based research conducted by the authors. More than just theory and fluff, you will find specific, actionable steps your organization can take now to align across the board. This book is required reading for all sales and marketing leaders and their CEOs." Barbara Giamanco , Author of The New Handshake: Sales Meets Social Media

Product Identifiers

Publisher
Wiley & Sons, Incorporated, John
ISBN-10
1119291755
ISBN-13
9781119291756
eBay Product ID (ePID)
221452994

Product Key Features

Author
Tracy Eiler, Andrea Austin
Publication Name
Aligned to Achieve : How to Unite Your Sales and Marketing Teams Into a Single Force for Growth
Format
Hardcover
Language
English
Publication Year
2016
Type
Textbook
Number of Pages
208 Pages

Dimensions

Item Length
8.6in
Item Height
1in
Item Width
5.5in
Item Weight
10.4 Oz

Additional Product Features

Lc Classification Number
Hf5415.E445 2016
Table of Content
Foreword xi Chapter 1 Why Align? 1 Misalignment Stalls Your Path to Growth 2 Misalignment Leads to Mistrust and Hostility 3 Here's What We've Seen--and Why We're Devoted to Changing It 5 Misalignment Is Getting Worse and Here's Why 13 What It Takes to Align 15 What to Expect from This Book 18 Chapter 2 Get Those Cultural Obstacles out of Your Way 19 Alignment Must Be a CEO-Driven Initiative 20 Recognize Your Differences as You Build Your Alignment Strategy 25 Get Ready for These Common Objections to Alignment 34 Translating Culture into Growth-Driving Behaviors 42 If You Do Nothing Else About Culture, Do These Things 45 Chapter 3 Build Alignment into Every Process 47 Process Is Where Your Culture Hits the Road (It's a Bumpy One) 48 Creating Your Customer Engagement Strategy 48 Alignment Process Fundamentals 52 Don't Just Change Processes, Rebuild Them to Support Alignment 54 If You Do Nothing Else About Process, Do These Things 71 Chapter 4 An Aligned Organization Requires a Different Kind of Leader 73 Is Alignment Obvious or Is It a Stretch Goal? 74 Attributes of an Aligned Leader 75 What Makes a Good Leader in an Aligned Organization? 87 If You Do Nothing Else About Leadership, Do These Things 92 Chapter 5 Data Is the Great Equalizer of Alignment 93 More Data from More Sources 94 Data Is the Currency of Growth 99 Determining Data's Value 102 Maintaining Your Data's Health 106 Establish Your Starting Point 107 Data's Role across the Customer Journey 112 Data Is the Great Equalizer 117 If You Do Nothing Else About Data, Do These Things 118 Chapter 6 Push Alignment Beyond Sales and Marketing and into the CIO's Office 119 Technology Is Shifting Faster than You 120 View Technology as a Tool, Not a Silver Bullet 123 Technology Should Support Your Data Strategy 123 Keep Your Eye on Alignment 125 Building an Alignment-Optimized Tech Stack 130 Getting Your Budget In Order 135 Remember That Technology Should Enable, Not Detract 135 Where IT Fits in an Aligned Organization 136 Collusion Is Such a Dirty Word, but It Works 140 If You Do Nothing Else About Technology, Do These Things 141 Chapter 7 Cracking the Code of Alignment 143 Uncovering the Roots of Misalignment 144 Challenges to Alignment 146 What Separates Alignment Leaders and Laggards 147 At Least We Can All Be Friends 153 If You Do Nothing Else About Understanding Your Misalignment, Do These Things 155 Chapter 8 Leading-Edge Concepts for Reaching Complete Alignment 157 Prepare for What's Next 158 Prediction #1--The Rise of the Consultative Seller 159 Prediction #2--Millennials Have a Major Impact 161 Prediction #3--Cross-Training Becomes Imperative 162 Prediction #4--Academia Catches Up 166 Prediction #5--Marketing Compensation Gets Tied to Pipeline 166 Prediction #6--Account-Based Everything Becomes a Top Priority 167 Prediction #7--Customer Data Strategy Rises in Importance 170 Expect Alignment to Continue Its Expansion 172 Prepare Your Team for Tomorrow, but Start Cheering Them on Today 173 If You Do Nothing Else About Alignment, Do These Things 174 Acknowledgments 177 Index 179
Copyright Date
2016
Topic
Marketing / General, Sales & Selling / General
Lccn
2016-031021
Dewey Decimal
658.3044
Intended Audience
Scholarly & Professional
Dewey Edition
23
Genre
Business & Economics

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Aligned to Achieve : How to Unite Your Sales and Marketing Teams into a Single Force for Growth by Andrea Austin and Tracy Eiler (2016, Hardcover)

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All listings for this product

item 1 Aligned to Achieve: How to Unite Your Sales and Marketing Teams into - VERY GOOD

item 2 Aligned to Achieve: How to Unite - Hardcover, by Eiler Tracy; Austin - Very Good

item 3 Aligned to Achieve: How to Unite Your Sales and Marketing Teams into a Single Fo

item 4 Aligned to Achieve: How to Unite Your ..., Eiler, Tracy

item 5 Aligned to Achieve: How to Unite Your Sales and Marketing Teams Into a Single Fo

item 6 Aligned to Achieve : How to Unite Your Sales and Marketing Teams ; Eiler Austin

item 7 Aligned to Achieve How to Unite Your Sales and Marketing Teams, Signed Copy

Best Selling in Textbooks

Diagnostic and Statistical Manual of Mental Disorders DSM-5-TR by American Psychiatric Association (2022, Trade Paperback)

Self Heal by Design : The Role of Micro-organisms for Health by Barbara O'Neill (2018, Trade Paperback)

Leadership : Theory and Practice by Peter G. Northouse (2021, Trade Paperback, Revised edition)

Designing Data-Intensive Applications : The Big Ideas Behind Reliable, Scalable, and Maintainable Systems by Martin Kleppmann (2017, Trade Paperback)

Research Design : Qualitative, Quantitative, and Mixed Methods Approaches by J. David Creswell and John W. Creswell (2022, Trade Paperback)

Cognitive Behavior Therapy : Basics and Beyond by Judith S. Beck (2020, Hardcover)

Diagnostic and Statistical Manual of Mental Disorders : DSM-5-TR by American Psychiatric Association (2022, Hardcover)

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