{"product_id":"aligned-to-achieve-9781119291756","title":"Aligned to Achieve","description":"\u003cb\u003eBook Synopsis\u003c\/b\u003e\u003cbr\u003e\u003cb\u003eA smart, practical guide to rocket-powered business growth\u003c\/b\u003e \u003cp\u003e\u003ci\u003eAligned to Achieve\u003c\/i\u003e puts sales and marketing on the same page, creating a revenue ''dream team'' that will drive your organization to new heights. Smart, practical explanations, case studies, and tips guide you toward action over theory, and dozens of examples illustrate the tangible effects of these changes in action at business-to-business companies. Written by sales and marketing executives who have made alignment work, this book is directed toward practitioners and leaders seeking to crack the code of sales and marketing alignment. Contributions by industry thought leaders and B2B executives provide fresh perspective and nuanced direction, while thoughtful, strategic, and well-supported guidance throughout helps you remove the obstacles standing in the way of your organization''s financial and strategic goals.\u003c\/p\u003e \u003cp\u003eMisalignment between sales and marketing is an age-old problemfrequently lamented, but seldo\u003cbr\u003e\u003cbr\u003e\u003cb\u003eTable of Contents\u003c\/b\u003e\u003cbr\u003e\u003c\/p\u003e\u003cp\u003eForeword xi\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 1 Why Align? 1\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMisalignment Stalls Your Path to Growth 2\u003c\/p\u003e \u003cp\u003eMisalignment Leads to Mistrust and Hostility 3\u003c\/p\u003e \u003cp\u003eHere’s What We’ve Seen—and Why We’re Devoted to Changing It 5\u003c\/p\u003e \u003cp\u003eMisalignment Is Getting Worse and Here’s Why 13\u003c\/p\u003e \u003cp\u003eWhat It Takes to Align 15\u003c\/p\u003e \u003cp\u003eWhat to Expect from This Book 18\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 2 Get Those Cultural Obstacles out of Your Way 19\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eAlignment Must Be a CEO-Driven Initiative 20\u003c\/p\u003e \u003cp\u003eRecognize Your Differences as You Build Your Alignment Strategy 25\u003c\/p\u003e \u003cp\u003eGet Ready for These Common Objections to Alignment 34\u003c\/p\u003e \u003cp\u003eTranslating Culture into Growth-Driving Behaviors 42\u003c\/p\u003e \u003cp\u003eIf You Do Nothing Else About Culture, Do These Things 45\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 3 Build Alignment into Every Process 47\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eProcess Is Where Your Culture Hits the Road (It’s a Bumpy One) 48\u003c\/p\u003e \u003cp\u003eCreating Your Customer Engagement Strategy 48\u003c\/p\u003e \u003cp\u003eAlignment Process Fundamentals 52\u003c\/p\u003e \u003cp\u003eDon’t Just Change Processes, Rebuild Them to Support Alignment 54\u003c\/p\u003e \u003cp\u003eIf You Do Nothing Else About Process, Do These Things 71\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 4 An Aligned Organization Requires a Different Kind of Leader 73\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eIs Alignment Obvious or Is It a Stretch Goal? 74\u003c\/p\u003e \u003cp\u003eAttributes of an Aligned Leader 75\u003c\/p\u003e \u003cp\u003eWhat Makes a Good Leader in an Aligned Organization? 87\u003c\/p\u003e \u003cp\u003eIf You Do Nothing Else About Leadership, Do These Things 92\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 5 Data Is the Great Equalizer of Alignment 93\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eMore Data from More Sources 94\u003c\/p\u003e \u003cp\u003eData Is the Currency of Growth 99\u003c\/p\u003e \u003cp\u003eDetermining Data’s Value 102\u003c\/p\u003e \u003cp\u003eMaintaining Your Data’s Health 106\u003c\/p\u003e \u003cp\u003eEstablish Your Starting Point 107\u003c\/p\u003e \u003cp\u003eData’s Role across the Customer Journey 112\u003c\/p\u003e \u003cp\u003eData Is the Great Equalizer 117\u003c\/p\u003e \u003cp\u003eIf You Do Nothing Else About Data, Do These Things 118\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 6 Push Alignment Beyond Sales and Marketing and into the CIO’s Office 119\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eTechnology Is Shifting Faster than You 120\u003c\/p\u003e \u003cp\u003eView Technology as a Tool, Not a Silver Bullet 123\u003c\/p\u003e \u003cp\u003eTechnology Should Support Your Data Strategy 123\u003c\/p\u003e \u003cp\u003eKeep Your Eye on Alignment 125\u003c\/p\u003e \u003cp\u003eBuilding an Alignment-Optimized Tech Stack 130\u003c\/p\u003e \u003cp\u003eGetting Your Budget In Order 135\u003c\/p\u003e \u003cp\u003eRemember That Technology Should Enable, Not Detract 135\u003c\/p\u003e \u003cp\u003eWhere IT Fits in an Aligned Organization 136\u003c\/p\u003e \u003cp\u003eCollusion Is Such a Dirty Word, but It Works 140\u003c\/p\u003e \u003cp\u003eIf You Do Nothing Else About Technology, Do These Things 141\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 7 Cracking the Code of Alignment 143\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003eUncovering the Roots of Misalignment 144\u003c\/p\u003e \u003cp\u003eChallenges to Alignment 146\u003c\/p\u003e \u003cp\u003eWhat Separates Alignment Leaders and Laggards 147\u003c\/p\u003e \u003cp\u003eAt Least We Can All Be Friends 153\u003c\/p\u003e \u003cp\u003eIf You Do Nothing Else About Understanding Your Misalignment, Do These Things 155\u003c\/p\u003e \u003cp\u003e\u003cb\u003eChapter 8 Leading-Edge Concepts for Reaching Complete Alignment 157\u003c\/b\u003e\u003c\/p\u003e \u003cp\u003ePrepare for What’s Next 158\u003c\/p\u003e \u003cp\u003ePrediction #1—The Rise of the Consultative Seller 159\u003c\/p\u003e \u003cp\u003ePrediction #2—Millennials Have a Major Impact 161\u003c\/p\u003e \u003cp\u003ePrediction #3—Cross-Training Becomes Imperative 162\u003c\/p\u003e \u003cp\u003ePrediction #4—Academia Catches Up 166\u003c\/p\u003e \u003cp\u003ePrediction #5—Marketing Compensation Gets Tied to Pipeline 166\u003c\/p\u003e \u003cp\u003ePrediction #6—Account-Based Everything Becomes a Top Priority 167\u003c\/p\u003e \u003cp\u003ePrediction #7—Customer Data Strategy Rises in Importance 170\u003c\/p\u003e \u003cp\u003eExpect Alignment to Continue Its Expansion 172\u003c\/p\u003e \u003cp\u003ePrepare Your Team for Tomorrow, but Start Cheering Them on Today 173\u003c\/p\u003e \u003cp\u003eIf You Do Nothing Else About Alignment, Do These Things 174\u003c\/p\u003e \u003cp\u003eAcknowledgments 177\u003c\/p\u003e \u003cp\u003eIndex 179\u003c\/p\u003e","brand":"John Wiley \u0026 Sons Inc","offers":[{"title":"Default Title","offer_id":49407029608791,"sku":"9781119291756","price":17.09,"currency_code":"GBP","in_stock":true}],"thumbnail_url":"\/\/cdn.shopify.com\/s\/files\/1\/0817\/1739\/5799\/files\/9781119291756.jpg?v=1730497930","url":"https:\/\/bookcurl.com\/products\/aligned-to-achieve-9781119291756","provider":"Book Curl","version":"1.0","type":"link"}