Survey Report: The State of Sales and Marketing Alignment in 2021
Largest-ever survey of its kind, with over 300 participants from Europe
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? Because companies with highly aligned sales-marketing teams in Europe are 3X more likely to grow revenue during a difficult year as compared to those who are not, finds the report.
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
“Operational alignment is significantly more difficult than strategic alignment. It’s where the rubber meets the road. When organizations lack a set of integrated tools, that’s where a lot of their processes fall down. Nine times out of 10, projects fail because an organization’s operating systems are not integrated and aligned.”
“When you have a couple of hundred leads coming in a month, someone besides your new salespeople should be triaging leads that move from marketing to sales. They’re often called inbound SDRs, lead development rep, or market response rep.”
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