The Painfully Persistent B2B Sales and Marketing Divide
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The historical sales and marketing team divide has been getting worse, suggests a B2B report InsideView released this week.
A disconnect between sales and marketing can have a direct impact on companies’ top and bottom lines.
The 995 United States-based sales and marketing professionals who responded to the InsideView survey came from a cross-section of industries throughout the country.
Fifty percent of the respondents were in sales and 40 percent were in marketing, with the remaining 10 percent classified as “other.”
They represented a range of company sizes, from small businesses to large enterprises:
- 33 percent from companies with fewer than 500 employees
- 41 percent from companies with 501-4,999 employees
- 26 percent from companies with 5,000-plus employees
They cited a host of challenges to alignment:
- Communication issues – 49 percent
- Broken or flawed processes – 42 percent
- Different metrics used by sales and marketing – 40 percent
- Lack of accurate data on target accounts – 39 percent
- Reporting challenges – 27 percent
- Lack of common prospects and customer data – 27 percent
- Lack of accountability on both sides – 26 percent
Communication issues include the way leads are converted, as well as issues that might affect performance and close rates.
Things sales professionals wanted marketing departments to improve:
- Lead quality – 55 percent
- Lead quantity – 44 percent
- Competitive information – 39 percent
- Brand awareness – 37 percent
- Lead nurturing – 37 percent
Improvements marketers wanted from sales:
- Better lead follow-up – 34 percent
- Consistent use of systems – 32 percent
It’s the People, Not the Tech
Closing the sales-marketing divide has been a long,…
