B2B tech sales are haunted by a persistent ghost: ineffective marketing. Marketing teams’ reliance on mass data collection and generic automation tools often results in irrelevant leads that frustrate sales teams.
In turn, that can lead to last-ditch efforts from sales such as Shadow Marketing that drives an even bigger wedge between two teams that should be working closely together.
The solution? Data that helps marketers find hand raises — and create connections between those hand raisers and the sales team.