Survey Report: The State of Sales and Marketing Alignment in 2021
Largest-ever survey of its kind, 1200+ global and sales 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? Because in the UK, sales and marketing teams that were not highly aligned in 2020 were 4X more likely to experience a revenue decline of over 20% compared to the previous year, find 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
“How do you unify sales and marketing teams, rather than optimize them each individually? Think about when a buyer moves between marketing and sales. Companies spend so long perfecting the handoff. But the customer doesn't want to be handed off from one function to the next. The customer wants the entire experience to be seamless, frictionless, logical, and relevant.”
“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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