Marketing and Sales Roles

Marketing and Sales have a historically rocky relationship. Alignment comes from a clear and documented approach to lead management and a shared understanding of the buyer.


If Marketing and Sales are working towards different goals, then misalignment is the natural outcome. ANNUITAS works with both marketing and sales to develop buyer-centric Demand Generation strategies that are aligned around shared goals, metrics and outcomes.

Driving change management and providing training in this new approach to Demand Generation are all components of the ANNUITAS approach. Our approach also includes buyer persona development, content strategy and creation, development of an end-to-end lead management process and technology configuration. These programs are developed within a collaborative environment that drives results and provide the buyer with a better overall buying experience.


More than 30% of firms don't have documented alignment on lead defintions and stages between sales and marketing.