Key Points
The Citrix philosophy views marketing and sales as component parts of a single demand chain that requires common metrics. At Citrix, sales and marketing jointly develop playbooks at the start of each...
View ArticleDriving Revenue Performance with a Common Playbook
During our interview, Wes discussed a powerful idea he had instituted at Citrix to ensure strong alignment and tight integration between the company's global marketing and sales departments. The idea...
View ArticleTo Win the Revenue Game, You Need a Playbook
It's fine to talk about marketing and sales alignment in the abstract. After all, it's one of the key success factors in building an RPM strategy. But it's a whole lot better seeing how these ideas are...
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