Historically, the collaboration between marketing and sales teams has faced its fair share of challenges. The disconnect between these teams is often deeply ingrained in the corporate culture, manifesting in the form of departmental silos and a lack of communication. A Forrester study found that only 8% of B2B companies have tight marketing and sales alignment. Even so, organizations are increasingly recognizing the need to bridge the gap and are actively seeking solutions. The real challenge lies in identifying and implementing a strategy that not only enhances sales and marketing collaboration but also brings about lasting, transformative change within the....