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Summary
On March 19, we hosted the Q1 session of the ARF & MSI’s B2B exchange on aligning sales and marketing. Participants heard academic perspectives and insights, as well as examples of mini case studies from MSI/ARF corporate members. Attendees participated in dynamic group discussions and gained actionable insights that can be applied to their daily work and organizational issues. This session focused on the challenges and opportunities that arise in aligning sales and marketing functions in B2B organizations, particularly in the context of a digital-first world. MSI and ARF members discussed the importance of creating a unified, customer-centric approach across these departments, the role of data and technology in enhancing collaboration, and the need for businesses to adapt to evolving buyer behaviors and expectations.
