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.
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