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The pandemic and many business cases have demonstrated mercilessly that companies with good alignment between marketing and sales, focussed around patient and customer-centricity, outperform those where this alignment is poor or even non-existent. This is expressed through a substantial difference in:
“Smarketing” is the new buzzword to express this effort toward strategy alignment through excellence in sales execution, a task for the rather newly created Rev Ops position in many life science organizations.
It is about uniting commercial teams behind a shared system/platform, strategy, goals, tactics and tools to enable marketing and sales to operate and execute equally as a unified organization in driving sustained business growth by understanding and delivering what customers and their patients really need.