In Search of Sales & Marketing Alignment

survey-twitter-promo-final-1It’s common sense that an organization that rallies together around shared goals will drive more efficiency than one where different functions are at odds with each other. Yet, most sales and marketing teams struggle with achieving this ideal. According to Forrester research less than 10% of B2B sales and marketing organizations feel confident in their alignment.

That’s almost terrifying given we know fully integrated companies are more profitable, drive faster growth and make happier customers.

  • “Highly aligned organizations achieved an average of 32% annual revenue growth – while less well-aligned companies reported an average 7% decline in revenue.”  Aberdeen
  • “B2B organizations with tightly aligned sales and marketing operations achieved 24% faster three- year revenue growth, and 27% faster three-year profit growth.”    SiriusDecisions
  • “Organizations with tightly aligned sales and marketing functions enjoyed 36% higher customer retention rates and 38% higher sales win rates.  MarketingProfs

Sales and marketing leaders are smart,  yet almost every organization I walk into has some level of unhealthy tension between the two groups. It doesn’t seem to matter the size of the company, the industry they serve or how fast they are growing. What are we doing wrong? And what are those who have reached the ideal doing differently then most?

I’ve joined my friends at Quota Factory to explore exactly where we’re going wrong, and how we can fix it. But we need your help to make a difference.

I know it’s a lot to ask, but if you can spare 20 minutes to complete the benchmark survey I promise to share the results. And you never know, you might be the lucky winner of an Amazon Echo.

I hope you’ll join me in this quest for answers by completing the benchmark survey and sharing the survey link with your sales & marketing peers. Together, I know we can build a road map that ends the sales and marketing tug of war for good.