Sales and marketing alignment remains elusive despite decades of effort. Kelly Hopping, CMO of Demandbase, shares proven strategies for bridging the costly departmental divide. She outlines three critical alignment tactics: establishing shared pipeline metrics as the universal success measure, restructuring RevOps to report independently from both departments to eliminate territorial data disputes, and implementing AI-powered SDR tools like Reggie for automated follow-up and Nooks for increased outbound volume.

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