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The Technology Influence on Sales and Marketing Alignment

Hal Conick

What kind of influence has technology had on sales and marketing alignment? Mike Neumeier, owner and principal of Arketi Group says it has added challenges and opportunities. ​

​Technology has meant a paradigm shift across every aspect of marketing, but sales and marketing alignment may be the most easily quantifiable. If the departments aren’t in step with each other, it will almost certainly be reflected in the numbers 

Mike Neumeier, owner and principal of Arketi Group, a B-to-B PR and digital marketing agency, said the integration technology into the sales and marketing department has been met with a mix of opportunities and challenges. Small companies can measure how marketing affects sales, but are sales and marketing speaking the same language and making the best use of these pieces of technology? Are qualified leads slipping through the cracks because there’s not a closed loop between the sales and marketing departments? 

Neumeier has spent his career creating and delivering plans to help organizations generate revenue and growth. Companies must use the new technology, data and multiple channels at their disposal to drive more traffic, conversions and revenue, he says.

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Hal Conick is a staff writer for the AMA’s magazines and e-newsletters. He can be reached at hconick@ama.org or on Twitter at @HalConick.