Marketers and salespeople say the biggest challenge to aligning their teams is a lack of good data, according to recent research from InsideView.

The report was based on data from a survey conducted in February and March 2020 among 400 marketing, sales, and operations professionals, most of whom work for B2B firms.

Half of respondents cite a lack of accurate/complete data on target accounts and prospects as a major challenge to aligning Marketing and Sales teams.

Some 47% of respondents cite communication as a major barrier to alignment, and 44% cite broken/flawed processes.

Some 59% of salespeople say marketers are not held accountable for the pipeline, and just over half (51%) of all respondents say the marketing and sales teams at their firm meet to discuss the pipeline only quarterly or less frequently.

Some 74% of respondents say they have a good or excellent relationship with their counterparts in Marketing or Sales.

Marketers say the top thing they want from Sales is better lead follow-up. Salespeople say the top thing they want from Marketing is better-quality leads.

Some 90% of marketers say they believe sales is a difficult job, and 84% of salespeople say they respect the marketing department.

However, 32% of marketers say salespeople don't listen, and 23% of salespeople think they could do a better marketing job than their firm's marketing team.

About the research: The report was based on data from a survey conducted in February and March 2020 among 400 marketing, sales, and operations professionals, most of whom work for B2B firms.

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ABOUT THE AUTHOR
image of Ayaz Nanji

Ayaz Nanji is a digital strategist and a co-founder of ICW Media, a marketing agency specializing in content and social media services for tech firms. 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