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How Aligned Are B2B Marketing and Sales Teams?

by Ayaz Nanji  |  
February 17, 2015

B2B salespeople and marketers generally agree about the level of their alignment, according to a recent report from CallidusCloud.

The report was based on data from a survey of 211 B2B professionals (50% in Sales, 50% in Marketing) from around the world (67% in North America, 18% Europe, 10% Asia, 5% other).

Some 54% of marketers surveyed say the two teams are somewhat aligned in their organization; a similar proportion of salespeople say the same: 58%.

Only 17% of marketers and 14% of salespeople say the two teams are fully aligned.

Below, additional key findings from the report.


Sales is less satisfied with Marketing than Marketing is with Sales: 42% of marketers say they are either satisfied or very satisfied with their peers in Sales, whereas only 35% of salespeople say they are satisfied or very satisfied with Marketing.

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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

Twitter: @ayaznanji

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