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? Because in the US and Canada, 54% of salespeople who said they weren’t “highly aligned” with marketing on their processes saw their revenue decline, 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
“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.”
“Most people will try normal strategies. They’ll say, "Let’s do a sales kickoff. Let's all get in a room and we’ll reveal how we're doing things now." That doesn't work. If you're going to move a legacy team over, you've got to find a sandbox.”
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