Many B2B marketing professionals would say that it’s not possible or desirable to meet a quota, but a quota can improve alignment between a company’s sales and marketing department. It can drive marketing to stay involved throughout the sales cycle and can help measure marketing effectiveness.
Sales and marketing departments often treat each other with a certain amount of suspicion. Neither thinks that the other understands what they do, or values it. In reality, both have a role in meeting the company’s revenue goals. But to be most effective in growing revenue, sales and marketing have to be aligned, and the first step is to define common terms, goals and measurements.
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