Report: Are B2B sales and marketing people aligned?
A recent report from CallidusCloud states that B2B salespeople and marketers are in principle aligned when it comes to arguing about the value of their business. However, some small differences can be seen when it comes to comparing the quality and quantity of leads.
More than half of the responding marketers (54%) find sales and marketing are somewhat aligned in their companies. The salespeople see the alignment even a bit higher with about 58%. In terms of bring fully aligned just 17% of marketers and 14% of salespeople agreed that they are heading 100% towards the same direction.
The salespeople are less satisfied with marketing compared to marketing with sales. From the marketers 42% confirm to be either satisfied or very satisfied with their sales counterparts. However, just 35% of salespeople are satisfied or very satisfied with marketing.
Furthermore, lead data sharing is stil a challenge according to the report. Just 37% of all responding participants stated that their lead data is fully shared between their organization’s marketing and sales teams. It shows that data is still siloed in the departments, 16% of salespeople and 12% of marketing team members find that.
The report results are a bit surprising bearing in mind all the meeting I have attended between marketing and sales teams. Very often did sales teams blame their marketing departments not to generate the appropriate quality of leads, and marketing teams wonder why salespeople don’t engage deeper in their marketing planning. Especially, when it comes to event planning and social selling and the alignment of sales and marketing content. Would be good to get some more thoughts from our readers. Feel free to share and comment.
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