Most senior marketers say that customer strategy is not equally owned by Marketing and Sales in their organization, according to recent research from the CMO Council and KPMG.

The report was based on data from a survey of 300 marketing leaders across industries and geographies.

Only 39% of senior marketers say Marketing and Sales jointly own and implement customer strategy in their organization; 30% say Marketing owns customer strategy but partners with Sales for implementation, 16% say customer strategy is owned and led by a separate function (e.g., a chief customer/digital/growth officer), and 15% say Marketing owns and implements customer strategy.

Does Sales or Marketing own customer strategy survey results

As for customer data, 36% of senior marketers say it is co-owned by Marketing and Sales, 25% say it is owned in silos by Marketing and Sales, 18% say it is owned by a separate function, 13% say it is primarily owned by Marketing with limited access by Sales, and 8% say it is primarily owned by Sales with limited access by Marketing.

Who owns the customer data in your organization survey results

Senior marketers say the top factors restraining better Marketing-Sales alignment are fragmented technology, budget/resource constraints, and organizational structure.

Top factors that restrain Marketing-Sales alignment

About the research: The report was based on data from a survey of 300 marketing leaders across industries and geographies.

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image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji