A New Paradigm: Customer Strategy Is Now Side by Side to Sales and Marketing Strategy

Fabio Vitali

VP of Marketing at Sofidel

Learning Objectives

The pandemic and the improvement of technologies are giving faster, wider, and cheaper access to data, in particular customer data. The role of marketing is expanding in the customer journey and requires more cooperation and integration between marketing and sales departments. Marketing and sales, ultimately, have the same end-goal: to drive sales and increase profit. While this team effort is well-known, so many companies continue to miss this mark. This theme will discuss the importance of marketing & sales alignment and how to achieve and maintain it.