#9: The new B2B growth playbook (article)

This is the first article in our new podcast series where we narrate bite-sized articles written by Kvadrant's partners.   This article is called "The new B2B growth playbook". Its key takeaway is:    Sales & Marketing can no longer succeed together by functioning individually due to a seismic shift in how buyers buy. B2B buyers are more informed than ever but also more confused. Thus, training and enabling the field sales force is no longer the right solution. Instead, companies should design Revenue Operation Playbooks supported by marketing as a growth driver and inside sales as buying enabler.