Intro

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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