Smart Companies Don't Just Endure - They Grow, Too

"too many companies allow sales and marketing to operate as rivals,"

"At Snowflake, marketing treats sales as our customer."

"Marketing's job is to generate demand, build the pipeline and equip sales to close deals,"

"It's the difference between a $3 million business and a $3 billion one. Companies that get this right don't just grow, they scale exponentially."

Sustained growth depends on continually attracting and retaining customers rather than merely enduring. L'Oreal combines respect for history with ongoing innovation to reach more than $45 billion in revenue. Snowflake scaled rapidly to over $4 billion by structuring go-to-market functions to prioritize customer acquisition. Close alignment of sales and marketing positions marketing to generate demand, build pipeline, and equip sales to close deals while treating sales as an internal customer. Codifying culture through rituals and clear values protects cohesion as the company expands. Alignment and a protected culture create competitive advantages that enable exponential scaling.

Read at Investor's Business Daily