Effective marketing and sales alignment doesn’t happen without the dedication of determined leaders. When you consider that a lack of alignment between marketing and sales can cost companies up to 10% of their revenue each year, it puts the severity of the issue front and center. However, the importance of collaboration between the units isn’t limited to financial performance. It impacts the way your employees work with each other, and the way they demonstrate your value proposition to customers. Marketing and sales leaders must make a commitment to come together to better serve their customers, their team members, and the company stakeholders.