Survey Report: The State of Sales and Marketing Alignment in 2021
Largest-ever survey of its kind, 1200+ global sales and marketing leaders participated
The rift between sales and marketing just seems to grow. In most businesses now, both teams act like two different organizations that plan, execute, and optimize two separate processes for the same customer. This needs to be fixed.
Why is the alignment between sales and marketing so crucial? In the Asia-Pacific, salespeople who said their company was “highly aligned” with marketing on goals and objectives were able to grow their year-on-year revenue by more than 20%, finds the survey.
The report covers:
Impact of misalignment on revenue growth
The Alignment Gap - Aspiration vs reality
What sales and marketing teams demand from each other
Number 1 challenge to achieving true alignment
“I'm a firm believer that the best marketers have done sales and the best salespeople have done marketing. It's like that adage: If you walk a mile in someone else's shoes, you understand them. The way the industry is set up to funnel people into either sales or marketing. But the interesting people are the outliers who have made a shift from one to the other.”
“One of the first things I tell marketing leaders is: Make sure you wrap your brain around the quarterly cadence and be in the room where sales conversations happen. Make sure you understand what the day to day challenges are of the sales team, so you can add value in their “here and now” as well as build the foundation for the future pipeline.”
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