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CLOSE: Scenarios and Solutions

Mapping the Traps and Sales Effectiveness Gaps

In any sizeable company, the functions of marketing and sales are crucial to success. No matter the product or service, marketing must drive programs that stimulate demand and sales must develop and mazimize opportunities. Successful execution of these functions has always been challenging, hinging on the sometimes strained and troubled relationship between sales and marketing. The Chief Marketing Officer (CMO) Council's strategic interest group, the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE) gathered scores of global sales and marketing executives for in-depth brainstorming sessions in six cities around the world to probe the roots of these issues and create frameworks to resolve them. Secnarios and Solutions details the findings of these workshops.

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