Aligning Sales and Marketing has always been a major challenge for B2B companies. Overall, industry surveys show that B2B marketers understand their primary goal is to support Sales’ objectives. But misalignment still occurs due to a whole range of factors. For example, there are vast organizational and operational differences between most Sales and Marketing teams, which are often compounded by the use of disparate, unintegrated technologies. But perhaps the most critical point of misalignment occurs around data. Too often, Sales and Marketing…