“There are ample opportunities for most organizations to build collaboration into their processes and the relationships between the sales and marketing teams. This can start with strategy, says Lee Frederiksen, managing partner of Hinge, a marketing firm for the professional services industry. This is especially true in the B2B environment, he states. ‘In B2B or professional services, the best way marketers can ensure they’re synced up with sales is to develop and implement their strategy together. This means collaborating with sales throughout the strategy development and implementation process.'”

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