Aligned to Achieve

Foreword xi

Chapter 1 Why Align? 1

Misalignment Stalls Your Path to Growth 2

Misalignment Leads to Mistrust and Hostility 3

Here’s What We’ve Seen—and Why We’re Devoted to Changing It 5

Misalignment Is Getting Worse and Here’s Why 13

What It Takes to Align 15

What to Expect from This Book 18

Chapter 2 Get Those Cultural Obstacles out of Your Way 19

Alignment Must Be a CEO-Driven Initiative 20

Recognize Your Differences as You Build Your Alignment Strategy 25

Get Ready for These Common Objections to Alignment 34

Translating Culture into Growth-Driving Behaviors 42

If You Do Nothing Else About Culture, Do These Things 45

Chapter 3 Build Alignment into Every Process 47

Process Is Where Your Culture Hits the Road (It’s a Bumpy One) 48

Creating Your Customer Engagement Strategy 48

Alignment Process Fundamentals 52

Don’t Just Change Processes, Rebuild Them to Support Alignment 54

If You Do Nothing Else About Process, Do These Things 71

Chapter 4 An Aligned Organization Requires a Different Kind of Leader 73

Is Alignment Obvious or Is It a Stretch Goal? 74

Attributes of an Aligned Leader 75

What Makes a Good Leader in an Aligned Organization? 87

If You Do Nothing Else About Leadership, Do These Things 92

Chapter 5 Data Is the Great Equalizer of Alignment 93

More Data from More Sources 94

Data Is the Currency of Growth 99

Determining Data’s Value 102

Maintaining Your Data’s Health 106

Establish Your Starting Point 107

Data’s Role across the Customer Journey 112

Data Is the Great Equalizer 117

If You Do Nothing Else About Data, Do These Things 118

Chapter 6 Push Alignment Beyond Sales and Marketing and into the CIO’s Office 119

Technology Is Shifting Faster than You 120

View Technology as a Tool, Not a Silver Bullet 123

Technology Should Support Your Data Strategy 123

Keep Your Eye on Alignment 125

Building an Alignment-Optimized Tech Stack 130

Getting Your Budget In Order 135

Remember That Technology Should Enable, Not Detract 135

Where IT Fits in an Aligned Organization 136

Collusion Is Such a Dirty Word, but It Works 140

If You Do Nothing Else About Technology, Do These Things 141

Chapter 7 Cracking the Code of Alignment 143

Uncovering the Roots of Misalignment 144

Challenges to Alignment 146

What Separates Alignment Leaders and Laggards 147

At Least We Can All Be Friends 153

If You Do Nothing Else About Understanding Your Misalignment, Do These Things 155

Chapter 8 Leading-Edge Concepts for Reaching Complete Alignment 157

Prepare for What’s Next 158

Prediction #1—The Rise of the Consultative Seller 159

Prediction #2—Millennials Have a Major Impact 161

Prediction #3—Cross-Training Becomes Imperative 162

Prediction #4—Academia Catches Up 166

Prediction #5—Marketing Compensation Gets Tied to Pipeline 166

Prediction #6—Account-Based Everything Becomes a Top Priority 167

Prediction #7—Customer Data Strategy Rises in Importance 170

Expect Alignment to Continue Its Expansion 172

Prepare Your Team for Tomorrow, but Start Cheering Them on Today 173

If You Do Nothing Else About Alignment, Do These Things 174

Acknowledgments 177

Index 179