Regardless of changes in the market, marketers will always have to build their first-party data around the buyer’s information and behavior. Complete and accurate data on prospects and customers is essential to making sound decisions about accounts that sales and marketing should target together.
Once data and tech are in alignment, marketers should focus on their ability to continually measure marketing efforts at scale. The June 2022 DGR survey found that 33% of marketing and sales execs in North America felt measuring different metrics was the biggest challenge to alignment between the two teams.
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