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What B2B Sales Teams Need From Marketing to Win Deals

by Ayaz Nanji  |  
September 19, 2017

B2B sales leaders say they could win more deals if their marketing teams delivered better messaging and more qualified leads, according to recent research from Televerde.

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.

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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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  • by Pam Neely Thu Sep 21, 2017 via web

    Really interesting study - and very useful information! I need to learn more about event marketing. It keeps coming up at or near the top of the list of effective "content" formats or just as a general marketing tactic.

    Glad to see that Sales/Marketing alignment is improving, too. Though according to the full report, 38% of Sales is still saying their relationship with Marketing is "hit or miss".

  • by Mark Stouse Fri Sep 22, 2017 via web

    Great article, but it also highlights the problems with surveys. In this case, there's a huge disparity between what these sales leaders say they want from marketing v the extensive documentation that exists around what sales people want. The former want better messaging and leads. The latter want more and better press, analyst reports, customer testimonials, references, competitive strike material, etc. -- anything to help them close deals, not just start a new opportunity. Even more importantly, enterprise B2B customers say they want more help making the right decision, which usually doesn't mean better vendor messaging and more awareness building. They're saying "help me have confidence in you, help me trust you," and the correlations to average deal velocity and average deal size continue to be very instructive and compelling.

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