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.
Continue reading "The Biggest Challenges to Aligning B2B Marketing and Sales Teams" ... Read the full article
MarketingProfs provides thousands of marketing resources, entirely free!
Simply subscribe to our newsletter and get instant access to how-to articles, guides, webinars and more for nada, nothing, zip, zilch, on the house...delivered right to your inbox! MarketingProfs is the largest marketing community in the world, and we are here to help you be a better marketer.
Sign in with your preferred account, below.
You may like these other MarketingProfs articles related to Management:
Five Ways Marketing Can Support the Sales Process to Maximize Growth
Support from marketing teams can bring a lot of value to the sales process. Really. No, wait! Come back here! This article explores five ways that can be true. read this »
You Can't Have Revenue Operations Without Revenue Marketing
A RevOps department is only as effective as its unification of metrics—and it really should be the marketing department that takes that leap, argues this article. read this »
The Biggest Driver of Your Business Value (Hint: It's Not Top Management)
Visibility, flexibility, and accuracy: who in your organization can provide all three to have the greatest effect on business? Those entrenched in day-to-day operations. read this »
Four Tips for Building a Realistic Video Production Timeline
We've all overestimated our ability to get a project done in time and missed a deadline. But when the project is a B2B marketing video, the company can suffer the consequences. Here are four tips to ensure that doesn't happen. read this »
The Link Between Remote Work and Employee Happiness
The ability to work remotely is linked to an increase in employee happiness of up to 20%, according to recent research from Tracking Happiness. read this »
Using Product Management to Bring a Strategic View to Data and AI Ops
Real-world AI looks very different from sci-fi TV's beeping robots most of us watched while growing up. Today's AI cannot fulfill its potential if it's relegated to its usual incarnation—expensive prototypes or initiatives. AI in the enterprise functions best as an integral part of a product management system. read this »