The report was based on data from a survey of 200 sales leaders who sell B2B products or services. Some 25% of respondents work for companies with annual revenues of $1B or more.
B2B sales leaders say improving messaging is the most important thing Marketing can do to help win more deals.
Providing more qualified leads ranks second, and creating better marketing materials ranks third.
B2B sales leaders say the most useful tools/assets/activities that Marketing delivers are industry events, value propositions, and case studies.
Respondents say the biggest issues preventing better alignment between Sales and Marketing are a lack of regular communication and differences in the way success is measured.
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