A similar proportion (43%) say their efforts are only somewhat coordinated, and 15% say demand generation and sales teams are not coordinated at all.
The report was based on data from a survey of 420 B2B marketing and sales professionals from around the world.
Among the key findings in the report are the following:
- 40% of respondents say alignment between demand generation and sales teams leads to better lead conversion and closed deals.
- 68% of respondents who say their demand generation and sales teams are coordinated or completely coordinated believe such alignment has a positive impact on their lead conversion efforts.
- 39% of respondents reporting uncoordinated or somewhat coordinated teams say such a disconnect has impeded their ability to close leads.
Respondents say their marketing and sales teams are most aligned on conversation strategy (sales, marketing, and training messaging) and least aligned on analytics/metrics.
For additional insights from the survey, check out the infographic:
About the research: The report was based on data from a survey of 420 B2B marketing and sales professionals from around the world.
Ayaz Nanji is an independent digital strategist and a co-founder of ICW Content, a marketing agency specializing in content creation for brands and businesses. He is also a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, AOL, and the New York Times.
LinkedIn: Ayaz Nanji