{"product_id":"aligned-to-achieve-isbn-9781119291756","title":"Aligned to Achieve","description":"\u003cb\u003eA smart, practical guide to rocket-powered business growth\u003c\/b\u003e \u003cp\u003e\u003ci\u003eAligned to Achieve\u003c\/i\u003e puts sales and marketing on the same page, creating a revenue 'dream team' that will drive your organization to new heights. Smart, practical explanations, case studies, and tips guide you toward action over theory, and dozens of examples illustrate the tangible effects of these changes in action at business-to-business companies. Written by sales and marketing executives who have made alignment work, this book is directed toward practitioners and leaders seeking to crack the code of sales and marketing alignment. Contributions by industry thought leaders and B2B executives provide fresh perspective and nuanced direction, while thoughtful, strategic, and well-supported guidance throughout helps you remove the obstacles standing in the way of your organization's financial and strategic goals.\u003c\/p\u003e \u003cp\u003eMisalignment between sales and marketing is an age-old problem—frequently lamented, but seldom addressed. As this schism grows amidst the evolving marketplace, its effects on top and bottom line performance are being felt more than ever before. This book shows you how to bring sales and marketing together effectively once and for all, leveraging their strengths to build an unstoppable force for growth.\u003c\/p\u003e \u003cul\u003e \u003cli\u003eUnderstand the cost of misalignment and the driving forces behind it\u003c\/li\u003e \u003cli\u003eLearn strategies for improving your culture, process, leadership, and technology to initiate and support alignment\u003c\/li\u003e \u003cli\u003eIdentify the best places to modify your sales and marketing programs to kickstart collaboration and cooperation between your teams\u003c\/li\u003e \u003cli\u003eDiscover how other companies are uniting their sales and marketing teams into a single force for growth\u003c\/li\u003e \u003cli\u003eWalk away with practical advice on how to apply recommendation in the real world\u003c\/li\u003e \u003c\/ul\u003e \u003cp\u003eMisalignment is frustrating for everyone in sales, marketing, and leadership. It's also detrimental to your organization's performance—but the problem is not insurmountable. In fact, most of the obstacles it creates are self-inflicted, and entirely within control of leadership. \u003ci\u003eAligned to Achieve\u003c\/i\u003e helps you identify and remove those obstacles, and build a culture of sustainable growth.\u003c\/p\u003e \u003cp\u003eForeword xi\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Why Align? 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMisalignment Stalls Your Path to Growth 2\u003c\/p\u003e \u003cp\u003eMisalignment Leads to Mistrust and Hostility 3\u003c\/p\u003e \u003cp\u003eHere’s What We’ve Seen—and Why We’re Devoted to Changing It 5\u003c\/p\u003e \u003cp\u003eMisalignment Is Getting Worse and Here’s Why 13\u003c\/p\u003e \u003cp\u003eWhat It Takes to Align 15\u003c\/p\u003e \u003cp\u003eWhat to Expect from This Book 18\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Get Those Cultural Obstacles out of Your Way 19\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAlignment Must Be a CEO-Driven Initiative 20\u003c\/p\u003e \u003cp\u003eRecognize Your Differences as You Build Your Alignment Strategy 25\u003c\/p\u003e \u003cp\u003eGet Ready for These Common Objections to Alignment 34\u003c\/p\u003e \u003cp\u003eTranslating Culture into Growth-Driving Behaviors 42\u003c\/p\u003e \u003cp\u003eIf You Do Nothing Else About Culture, Do These Things 45\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Build Alignment into Every Process 47\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eProcess Is Where Your Culture Hits the Road (It’s a Bumpy One) 48\u003c\/p\u003e \u003cp\u003eCreating Your Customer Engagement Strategy 48\u003c\/p\u003e \u003cp\u003eAlignment Process Fundamentals 52\u003c\/p\u003e \u003cp\u003eDon’t Just Change Processes, Rebuild Them to Support Alignment 54\u003c\/p\u003e \u003cp\u003eIf You Do Nothing Else About Process, Do These Things 71\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 An Aligned Organization Requires a Different Kind of Leader 73\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIs Alignment Obvious or Is It a Stretch Goal? 74\u003c\/p\u003e \u003cp\u003eAttributes of an Aligned Leader 75\u003c\/p\u003e \u003cp\u003eWhat Makes a Good Leader in an Aligned Organization? 87\u003c\/p\u003e \u003cp\u003eIf You Do Nothing Else About Leadership, Do These Things 92\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Data Is the Great Equalizer of Alignment 93\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMore Data from More Sources 94\u003c\/p\u003e \u003cp\u003eData Is the Currency of Growth 99\u003c\/p\u003e \u003cp\u003eDetermining Data’s Value 102\u003c\/p\u003e \u003cp\u003eMaintaining Your Data’s Health 106\u003c\/p\u003e \u003cp\u003eEstablish Your Starting Point 107\u003c\/p\u003e \u003cp\u003eData’s Role across the Customer Journey 112\u003c\/p\u003e \u003cp\u003eData Is the Great Equalizer 117\u003c\/p\u003e \u003cp\u003eIf You Do Nothing Else About Data, Do These Things 118\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Push Alignment Beyond Sales and Marketing and into the CIO’s Office 119\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTechnology Is Shifting Faster than You 120\u003c\/p\u003e \u003cp\u003eView Technology as a Tool, Not a Silver Bullet 123\u003c\/p\u003e \u003cp\u003eTechnology Should Support Your Data Strategy 123\u003c\/p\u003e \u003cp\u003eKeep Your Eye on Alignment 125\u003c\/p\u003e \u003cp\u003eBuilding an Alignment-Optimized Tech Stack 130\u003c\/p\u003e \u003cp\u003eGetting Your Budget In Order 135\u003c\/p\u003e \u003cp\u003eRemember That Technology Should Enable, Not Detract 135\u003c\/p\u003e \u003cp\u003eWhere IT Fits in an Aligned Organization 136\u003c\/p\u003e \u003cp\u003eCollusion Is Such a Dirty Word, but It Works 140\u003c\/p\u003e \u003cp\u003eIf You Do Nothing Else About Technology, Do These Things 141\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Cracking the Code of Alignment 143\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUncovering the Roots of Misalignment 144\u003c\/p\u003e \u003cp\u003eChallenges to Alignment 146\u003c\/p\u003e \u003cp\u003eWhat Separates Alignment Leaders and Laggards 147\u003c\/p\u003e \u003cp\u003eAt Least We Can All Be Friends 153\u003c\/p\u003e \u003cp\u003eIf You Do Nothing Else About Understanding Your Misalignment, Do These Things 155\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Leading-Edge Concepts for Reaching Complete Alignment 157\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePrepare for What’s Next 158\u003c\/p\u003e \u003cp\u003ePrediction #1—The Rise of the Consultative Seller 159\u003c\/p\u003e \u003cp\u003ePrediction #2—Millennials Have a Major Impact 161\u003c\/p\u003e \u003cp\u003ePrediction #3—Cross-Training Becomes Imperative 162\u003c\/p\u003e \u003cp\u003ePrediction #4—Academia Catches Up 166\u003c\/p\u003e \u003cp\u003ePrediction #5—Marketing Compensation Gets Tied to Pipeline 166\u003c\/p\u003e \u003cp\u003ePrediction #6—Account-Based Everything Becomes a Top Priority 167\u003c\/p\u003e \u003cp\u003ePrediction #7—Customer Data Strategy Rises in Importance 170\u003c\/p\u003e \u003cp\u003eExpect Alignment to Continue Its Expansion 172\u003c\/p\u003e \u003cp\u003ePrepare Your Team for Tomorrow, but Start Cheering Them on Today 173\u003c\/p\u003e \u003cp\u003eIf You Do Nothing Else About Alignment, Do These Things 174\u003c\/p\u003e \u003cp\u003eAcknowledgments 177\u003c\/p\u003e \u003cp\u003eIndex 179\u003c\/p\u003e \u003cp\u003e\u003cb\u003eTRACY EILER\u003c\/b\u003e has been driving marketing strategy at technology companies for 25 years. She is the chief marketing officer at InsideView, where she leads the company’s end-to-end marketing strategy to help sales and marketing leaders grow revenue. Tracy was recently named a B2B Demand Marketing Game Changer, and included in the Top 20 Women to Watch in Sales Lead Management, and Top 30 Most Influential Women in B2B Marketing Technology. \u003c\/p\u003e \u003cp\u003e\u003cb\u003eANDREA AUSTIN\u003c\/b\u003e has been building high-performance, customer-focused teams that capture sustainable growth for over 20 years.She is the vice president of enterprise sales at InsideView, where her passion for collaboration fosters a climate that inspires sales and customer success teams to challenge the status-quo. Andrea has been named a leading sales mentor by Women in Sales North America.  \u003c\/p\u003e\u003cp\u003eThe misalignment of your sales and marketing teams does more damage than you think. The disconnect between marketing and sales goes way back in history, but the business impact is getting worse and is now directly affecting top- and bottom-line performance, according to original research. \u003ci\u003eAligned to Achieve\u003c\/i\u003e brings both sides to the table to explore why alignment is so critical, and then provides a concrete action plan for achieving alignment in any company. \u003c\/p\u003e \u003cp\u003eCustomers don’t see \u003ci\u003emarketing\u003c\/i\u003e and \u003ci\u003esales\u003c\/i\u003e—they see a brand, which is one reason misalignment can damage growth and profits even when both departments are achieving team goals. Even if both teams use the same data, research shows the majority of teams have no idea what the other is doing and the result is lost revenue—lots of it. For the first time, two pioneering executives in marketing and sales share their firsthand experience aligning business-to-business organizations in a convenient and comprehensive road map.  \u003c\/p\u003e\u003cp\u003eWritten for real-world use, it tackles the tough objections and common pitfalls to avoid along with the hands-on strategies for improving culture, process, leadership, and technology—all to drive alignment. Every topic is examined in straightforward, jargon-free language and includes insights from the authors as well as today’s leading minds and studies. Illustrative case examples demonstrate how strategies unfold in actual practice, and every chapter includes a checklist of things to do, “if you do nothing else,” to ensure your organization survives until it can fully align and thrive. This single resource gives you the versatility to spearhead the full alignment of any size organization—in fact, take it into the boardroom with you to confidently:  \u003c\/p\u003e\u003cul\u003e\n\u003cli\u003eCreate and lead sales and marketing initiatives proven to inspire teams and increase collaboration\u003c\/li\u003e \u003cli\u003eBuild alignment into every process at every level, from corporate leadership down\u003c\/li\u003e \u003cli\u003eOptimize your technology to make customer data your company’s currency for growth\u003c\/li\u003e\n\u003c\/ul\u003e \u003cp\u003eThe journey of today’s buyer has changed as their access to information has increased; their path is no longer linear nor does it follow your sales process. If you don’t adapt, you will fail. This new paradigm requires breaking down walls, sharing common goals, and effectively communicating in order to be \u003ci\u003eAligned to Achieve. \u003c\/i\u003e\u003c\/p\u003e","brand":"Wiley","offers":[{"title":"Default Title","offer_id":47988714111205,"sku":"NP9781119291756","price":25.0,"currency_code":"USD","in_stock":false}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/1842\/7735\/files\/9781119291756.jpg?v=1761781299","url":"https:\/\/k12savings.com\/es\/products\/aligned-to-achieve-isbn-9781119291756","provider":"K12savings","version":"1.0","type":"link"}