Alignment = success

Jeshua Zapata is a Bryant University graduate who was named Rhode Island's 2013 SBA Young Entrepreneur of the Year thanks to the success of Xzito, which he co-founded in 2004 with Juan and Jairo Gomez. / PBN PHOTO/RUPERT WHITELEY
Jeshua Zapata is a Bryant University graduate who was named Rhode Island's 2013 SBA Young Entrepreneur of the Year thanks to the success of Xzito, which he co-founded in 2004 with Juan and Jairo Gomez. / PBN PHOTO/RUPERT WHITELEY

In the past 10 years, it’s been fascinating to observe the lack of “Internal Service Agreements” between marketing and sales. There seems to be a turf war without clear alignment on objectives, strategies and metrics to measure success. To achieve sales and marketing alignment, it’s important for marketing to understand sales’ objectives and develop the

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