According to The Payoffs of Improved Sales & Marketing Alignment, from December 2016, US businesses have lost almost $1 trillion a year due to sales and marketing misalignment.
Until recent years, the traditional selling process consisted of marketers handing leads off to the sales team and then the sales going ahead in attempting to close those leads. As of today, this still remains the process, however, sales teams are now more often depending heavily on marketing teams to qualify leads and produce content that helps them tell a story and ultimately move the lead down the funnel into a paying customer.
