The most successful companies are the ones that closely integrate their sales and marketing practices, according to a survey by Aberdeen Group. The study found that best-in-class businesses link their CRM systems with email, campaign, and data management systems—creating a holistic view of the lead-to-close process. Doing so, the study suggests, lays the foundation for other elements of marketing and sales collaboration, like a shared definition of a qualified lead and more aligned messaging.
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