How would you describe the difference between sales and marketing alignment in B2B industries, versus B2C?
In general, B2C industries are much more sophisticated about sales & marketing because they operate in markets with millions of potential customers. Most B2B companies serve addressable markets numbering in thousands. In B2B, the point of sale is generally not going to be a retail outlet. It will be one of the company’s own salespeople. So marketing is not quite the make-or-break issue that it is in B2C. In B2B, it is about boosting the efficiency and effectiveness of sales, rather than of creating, entering or growing markets on its own. 4. In your experience, what is the biggest consequence you’ve seen experienced by a B2B company that did not properly align sales and marketing efforts? The biggest and most frequent mistake I have seen is asking marketing to substitute for sales. Management will decide to enter a market but not dedicate any new sales resources to it. They devote money to marketing, get some marketing results but don’t generate sales and then abandon it, usually mutte
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