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  "documentTitle": "Future of Sales Marketing Executive Perspectives",
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      "text": "Transform into a buyer-persona organizational structure: Reorganize around cross-functional teams; Replace function-specific forums; Align SLA, success metrics, and incentive structure; Reward cross-channel and functional collaboration.",
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      "text": "Infuse with tech and data specialists: Upskill/hire as needed, e.g., privacy, statisticians, measurement model, web analytics, tag management, sales, and mar-tech, etc.",
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      "text": "1. Service-level agreement: A marketing-sales service-level agreement (SLA) is a cross-team commitment that establishes a shared set of expectations for each team's responsibilities. Sources: BCG analysis and case experience",
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      "text": "Marketing: Lead on optimizing overall customer experience, Orchestrate omnichannel personalization, Focus on traffic/leads generation. Sales: Drive quality leads, Develop relationship-based customer insights, Lead key account mgmt. Services: Resolve customer complaints, Share learning, Target product-specific customer success goals.",
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