Foreword xi Chapter 1 Why Align? 1 Misalignment Stalls Your Path to Growth 2 Misalignment Leads to Mistrust and Hostility 3 Here's What We've Seen-and Why We're Devoted to Changing It 5 Misalignment Is Getting Worse and Here's Why 13 What It Takes to Align 15 What to Expect from This Book 18 Chapter 2 Get Those Cultural Obstacles out of Your Way 19 Alignment Must Be a CEO-Driven Initiative 20 Recognize Your Differences as You Build Your Alignment Strategy 25 Get Ready for These Common Objections to Alignment 34 Translating Culture into Growth-Driving Behaviors 42 If You Do Nothing Else About Culture, Do These Things 45 Chapter 3 Build Alignment into Every Process 47 Process Is Where Your Culture Hits the Road (It's a Bumpy One) 48 Creating Your Customer Engagement Strategy 48 Alignment Process Fundamentals 52 Don't Just Change Processes, Rebuild Them to Support Alignment 54 If You Do Nothing Else About Process, Do These Things 71 Chapter 4 An Aligned Organization Requires a Different Kind of Leader 73 Is Alignment Obvious or Is It a Stretch Goal? 74 Attributes of an Aligned Leader 75 What Makes a Good Leader in an Aligned Organization? 87 If You Do Nothing Else About Leadership, Do These Things 92 Chapter 5 Data Is the Great Equalizer of Alignment 93 More Data from More Sources 94 Data Is the Currency of Growth 99 Determining Data's Value 102 Maintaining Your Data's Health 106 Establish Your Starting Point 107 Data's Role across the Customer Journey 112 Data Is the Great Equalizer 117 If You Do Nothing Else About Data, Do These Things 118 Chapter 6 Push Alignment Beyond Sales and Marketing and into the CIO's Office 119 Technology Is Shifting Faster than You 120 View Technology as a Tool, Not a Silver Bullet 123 Technology Should Support Your Data Strategy 123 Keep Your Eye on Alignment 125 Building an Alignment-Optimized Tech Stack 130 Getting Your Budget In Order 135 Remember That Technology Should Enable, Not Detract 135 Where IT Fits in an Aligned Organization 136 Collusion Is Such a Dirty Word, but It Works 140 If You Do Nothing Else About Technology, Do These Things 141 Chapter 7 Cracking the Code of Alignment 143 Uncovering the Roots of Misalignment 144 Challenges to Alignment 146 What Separates Alignment Leaders and Laggards 147 At Least We Can All Be Friends 153 If You Do Nothing Else About Understanding Your Misalignment, Do These Things 155 Chapter 8 Leading-Edge Concepts for Reaching Complete Alignment 157 Prepare for What's Next 158 Prediction #1-The Rise of the Consultative Seller 159 Prediction #2-Millennials Have a Major Impact 161 Prediction #3-Cross-Training Becomes Imperative 162 Prediction #4-Academia Catches Up 166 Prediction #5-Marketing Compensation Gets Tied to Pipeline 166 Prediction #6-Account-Based Everything Becomes a Top Priority 167 Prediction #7-Customer Data Strategy Rises in Importance 170 Expect Alignment to Continue Its Expansion 172 Prepare Your Team for Tomorrow, but Start Cheering Them on Today 173 If You Do Nothing Else About Alignment, Do These Things 174 Acknowledgments 177 Index 179
TRACY EILER has been driving marketing strategy at technology companies for 25 years. She is the chief marketing officer at InsideView, where she leads the company's end-to-end marketing strategy to help sales and marketing leaders grow revenue. Tracy was recently named a B2B Demand Marketing Game Changer, and included in the Top 20 Women to Watch in Sales Lead Management, and Top 30 Most Influential Women in B2B Marketing Technology. ANDREA AUSTIN has been building high-performance, customer-focused teams that capture sustainable growth for over 20 years. She is the vice president of enterprise sales at InsideView, where her passion for collaboration fosters a climate that inspires sales and customer success teams to challenge the status-quo. Andrea has been named a leading sales mentor by Women in Sales North America.