Economic disruption exposes inefficiencies and missed opportunities that companies can get away with when the economy is booming. If the economy is slumping and companies are more cautious about spending, B2B sales and marketing teams must be aligned and on their game to compete for every piece of business. In this interview, Sridhar Ramanathan explains different types of sales and marketing misalignment, their causes and how to fix it. Spoiler alert, a main culprit is staffing shortages on product marketing teams, which not coincidentally, is the solution that that company he co-founded, Aventi Group, provides.
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