2016 B2B Sales & Marketing Collaboration Study

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It’s common sense that organizations that rally together around shared goals will drive more efficiency than those where different functions are at odds with each other. Yet, most sales and marketing teams struggle with achieving this ideal. That’s almost terrifying given we know fully integrated companies are more profitable, drive faster growth and make happier customers.

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. In fact, it’s so common we accept it as inevitable.

What are we doing wrong? And what are those who have reached the ideal doing differently then most? That’s exactly what we set out to find out in the 2016 B2B Sales & Marketing Collaboration Study where 123 survey respondents gave us a glimpse into their work experiences.

  • 66.9% of respondents report that sales teams are NOT rewarded for supporting marketing objectives, although most report marketing objectives align to the greater business goals.
  • 57% of organizations report that less than 85% of leads delivered by marketing are followed up by sales
  • Organizations that exceeded revenue goals in the last 12 months are 3X as likely as those that miss revenue goals for marketing to “own” pipeline acceleration (not just lead generation).

The above insights are just the tip of the iceberg. I encourage you to keep reading and find out exactly how those who excel are ending the tug of war between sales & marketing for good. The report is chock full of pro-tips from leading sales & marketing thought leaders to help you apply what you learn.

Read the study here. No registration required.

Special thanks to QuotaFactory for sponsoring this important research.