Fireside Chat: Marketing or Sales: Which One Should Come First?

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Presented by

Michael J. Collins, Managing Director and Chief Marketing Officer, CFA Institute

About this talk

The friction between marketing and sales is real. A recent survey found nearly half of B2B marketers said their sales team doesn’t understand what is important to the marketing team, and 31% of B2B salespeople said their marketing team doesn't understand what’s important to the sales team. Although sales and marketing serve different functions, it’s when they work together that companies see substantial improvement on important performance metrics: sales cycles are shorter, market entry costs decrease, and the cost of sales is lower. So how can these two teams stop battling and work better together? Join Michael Collins CMO and Managing Director of CFA Institute for a fireside chat to understand how removing friction in favor of collaboration and staying laser-focused on customer needs and engagement can position for long-term marketing AND sales success. Moderator: Marissa Pick, Founder of Marissa Pick Consulting LLC
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