Aligning Marketing & Sales through Predictive Account Targeting

Josh Raymond

VP, Marketing, Comdata

It’s both a blessing and a curse for B2B companies when every business is a potential customer for them. So when it came to prioritizing the outreach of their sales and marketing teams, Comdata knew they needed a data-driven approach to help align the teams against a common set of accounts. After working with Lattice’s predictive platform, the team is now aligned against a core set of target accounts and are seeing huge improvements in the efficiency of how their sales and marketing teams are engaging the right kinds of companies.

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