Roughly 10 years ago, I worked in the digital marketing division of a company generating more than $5 billion in annual revenue. Our team included approximately 50 SEO professionals, developers, and content writers responsible for delivering the services its sales team sold. It was my first experience working alongside a true sales organization and my first exposure to the disconnect between what salespeople were incentivized to promise and what the delivery team could realistically execute. The sales reps (mostly) weren’t dishonest or incompetent. Most were doing exactly what the company rewarded them for doing: closing deals. The problem…
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