Most marketers and salespeople say their departments generally get along well but that there are a few key areas of the relationship that could be improved, according to recent research from InsideView and Demand Gen Report.
The report was based on data from a survey of 995 sales and marketing professionals based in the United States, most of whom work for B2B companies.
Some 77% of marketers surveyed say they have a good relationship with their sales team, and 58% of salespeople surveyed say they have a good relationship with their marketing team.
However, some pockets of conflict and misunderstanding continue to exist between Marketing and Sales.
For example, nearly two-thirds (65%) of salespeople think marketers spend most of their time on branding/events rather than directly increasing the lead pipeline, and 26% of marketers think salespeople are a bunch of mavericks.
Nearly half (49%) of respondents say a lack of communication is one of the biggest issues that prevents marketing and sales teams from fully aligning; 42% say their company's processes for encouraging the teams to work together are broken/flawed.
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