The report was based on data from a survey conducted in December 2020 among 151 B2B marketers and 151 B2B salespeople.
Nearly half (46%) of B2B marketers surveyed say their sales team doesn't understand what is important to the marketing team, whereas only 31% of B2B salespeople say their marketing team doesn't understand what's important to the sales team.
Some 58% of salespeople strongly agree with the following statement: "Our marketing and sales teams cooperate effectively." Only 43% of marketers agree with that same statement.
Salespeople and marketers at larger firms (101-150 employees) are most likely to say the alignment between their company's sales and marketing teams is very good or excellent.
Salespeople and marketers at midsize firms (51-100 employees) are most likely to say the alignment between their company's sales and marketing teams is only poor, fair, or good.
About the research: The report was based on data from a survey conducted in December 2020 among 151 B2B marketers and 151 B2B salespeople.
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