Developing and Accessing New Value – Aligning the Organization
Studies have shown that organizational misalignment can undermine the best marketing strategies, costing B2B firms approximately 10% in additional revenue. While the stakes are high, many companies struggle to identify the breakdowns. For example, the best product with the best ROI messaging won’t gain traction if the sales team is not onboard or armed with the tools or training to convey the value.
In this case study, Baltimore Aircoil Company’s Brad Considine will review his own experiences during his career where compelling new value propositions ultimately required cross functional alignment from the top of the organization through the sales channels to the end users to be effective. And most importantly, marketing and sales organizations must not only be aligned – they need to lead the company.