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Sales and Marketing Alignment Survey Pulse Report

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1 Sales & Marketing Alignment Survey Results Sales and Marketing: A Tale of Misalignment A LeanData survey examining the current state of Sales and Marketing Alignment at B2B companies has found that those two departments have a hard time speaking the same language. Among the key findings, we learned that 51 percent of marketers said they are not satisfied with the level of communication between the teams. Also, 53 percent of sales professionals said they are not happy with the support that marketing is providing to them. Yes, we know. You're shocked. Shocked! Who could have imagined that sales and marketing have a problem seeing eye-to-eye? We really needed another survey to tell us that? Thank you for confirming the obvious. But while you might have known in your gut that there's trouble in business paradise – and maybe you're experiencing that stress- inducing tension every day – respondents to the LeanData survey provided numbers to show that sales and marketing misalignment is a very real issue that's causing unnecessary strain. It's not just you. The survey, which drew responses from nearly 500 business professionals, suggests the problem is widespread and that the teams often are working with an alarming level of distrust in one another. Here are some survey highlights: • 68 percent of marketers said that up to half of their leads are either ignored or disqualified by sales. Meanwhile, 51 percent of sales professionals said they disqualify up to half of the Marketing Qualified Leads (MQLs) handed over by their colleagues. • 65 percent of salespeople rated the overall quality of leads they receive as average, poor or terrible. • Salespeople indicated their team sources a majority of all closed-won deals at 60 percent. When compared to responses from marketing, sales was 41 percent more likely to claim responsibility for sourcing more than half of all deals. • 48 percent of sales respondents said they don't trust the pipeline and revenue attribution numbers that marketing reports. And maybe they shouldn't because an astounding 39 percent of marketers said they don't even trust their own numbers. PULSE REPORT 51% of marketers said they are not satisfied with the level of communication between the teams 68% 51% 41 % 48% 39%

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