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B2B marketing, sales, and customer success professionals say a lack of communication among their teams is the biggest barrier to providing an exceptional customer experience, according to recent research from The Pedowitz Group and Ascend2.

The report was based on data from a survey conducted in March 2022 among 507 marketing, sales, and customer success professionals in the US who work for B2B firms.

Respondents across Marketing, Sales, and Customer Success say a lack of communication among teams is the top challenge they face in providing an exceptional customer experience.

Marketers are more likely than the other groups to say that inadequate/inaccurate data is a top challenge to providing an exceptional experience, salespeople are more likely to say a lack of a unified view of the customer is a top challenge, and customer success professionals are more likely to say that ineffective leadership is a top challenge.

Top challenges to providing exceptional B2B customer experience

Marketers and salespeople say the top priority for improving communication should be alignment among teams. Customer success professionals say better use of technology should be the top priority for improving communication.

Top priority to improving communication between B2B business teams

Some 69% of respondents say their firm is currently working towards better aligning its Marketing, Sales, and Customer Success teams.

Are B2B organizations working toward alignment of departments

About the research: The report was based on data from a survey conducted in March 2022 among 507 marketing, sales, and customer success professionals in the US who 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

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