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This article illustrates how a close partnership between marketing and sales will lead to a successful and constantly adapting “customer journey management.” The following aspects are addressed: changed customer behavior, the role and motivations of marketing and sales in the customer journey, and how digitization will force the change from silo thinking to team thinking. The article describes the tasks marketing and sales must jointly master in a sales-oriented customer journey management and the role that behavioral research plays in this.

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Marketing and Sales Excellence: Recommendations for Tackling this Evergreen Topic

  • 章节

  • 发表日期：

    2025年

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  • Stefan Schulz

摘要

This article illustrates how a close partnership between marketing and sales will lead to a successful and constantly adapting “customer journey management.” The following aspects are addressed: changed customer behavior, the role and motivations of marketing and sales in the customer journey, and how digitization will force the change from silo thinking to team thinking. The article describes the tasks marketing and sales must jointly master in a sales-oriented customer journey management and the role that behavioral research plays in this.