In this episode of Science of B2B, Kerry Cunningham breaks down the Marketing to Sales Value Chain — the process of aligning marketing and sales around buying groups to create more effective revenue strategies.
Kerry explores how organizations can leverage intent data, identify active buying groups, and ensure that sales teams engage the right people at the right time. He also discusses why multi-threading, opportunity-based handoffs, and better attribution models are critical to optimizing the B2B buying journey.
