This IDC study identifies how EMC and IBM Australia/New Zealand each established an effective model for integrating the efforts of both sales and marketing to achieve faster growth and higher profits. Case study 1 explains how EMC used a marketing program targeted at its top customers as a proving ground for better integration of the activities of sales and marketing. Case study 2 looks at how IBM Australia/New Zealand aligned sales and marketing activities around several key events. Best practice nominations were selected from among all nominations across the IT software, hardware, and services industries.
"IDC believes that companies seeking consistent financial results in an atmosphere of increasing competition and lower growth in global IT spending must improve marketing and sales alignment. We recommend that executives better align marketing and sales organizational structures and processes, establish and maintain common goals, objectives, and metrics, and maximize opportunities for collaboration and interaction," said Michael Gerard, director, CMO Advisory Practice.