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By: Alicia Fioletta, Channel Marketer Report
Sales and marketing alignment has been an ongoing struggle for B2B organizations. With the hope of creating better collaboration and shared intelligence between Sales and Marketing teams, many organizations have deployed new tools and tactics to build a shared approach to revenue generation.
Alignment has proven even more complex for organizations that operate in the channel, however, as they struggle with a greater level of complexity and reporting across an extensive reseller network.
In fact, the process becomes more complicated largely because reporting from resellers and partners is less efficient and consistent versus insights derived from in-house sales forces, according to Dan McDade, CEO of PointClear.
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