B2C Brand Management CMO Whitepaper 
Marketing Insider Group
AUGUST 12, 2010
When a CMO asks a CSO what he wants from the lead program, he often hears something like the following: I want a lot of leads and I want them to be highly qualified. I wrote about this subject in my book titled How to Create an Unstoppable Marketing and Sales Machine. In fact in the long run it costs a lot more.
Marketing Insider Group
SEPTEMBER 30, 2010
She also recapped a CMO Council study: Sales and marketing—according to the report, which surveyed 506 sales, marketing and channel management professionals online—were more “antagonistic than synergistic” and there was “mistrust, misunderstanding of function, and a lack of alignment and singularity of purpose.
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