Need a web designer, SEO advisor or other ecommerce expert?
Quickly and conveniently find solutions for your online business before making your next planning or purchasing decisions. Gather key insights and information before selecting your vendors.
Visit ALL EC today.
The historical sales and marketing team divide has been getting worse, suggests a B2B report InsideView released this week.
A disconnect between sales and marketing can have a direct impact on companies’ top and bottom lines.
The 995 United States-based sales and marketing professionals who responded to the InsideView survey came from a cross-section of industries throughout the country.
Fifty percent of the respondents were in sales and 40 percent were in marketing, with the remaining 10 percent classified as “other.”
They represented a range of company sizes, from small businesses to large enterprises:
- 33 percent from companies with fewer than 500 employees
- 41 percent from companies with 501-4,999 employees
- 26 percent from companies with 5,000-plus employees
They cited a host of challenges to alignment:
- Communication issues – 49 percent
- Broken or flawed processes – 42 percent
- Different metrics used by sales and marketing – 40 percent
- Lack of accurate data on target accounts – 39 percent
- Reporting challenges – 27 percent
- Lack of common prospects and customer data – 27 percent
- Lack of accountability on both sides – 26 percent
Communication issues include the way leads are converted, as well as issues that might affect performance and close rates.
Things sales professionals wanted marketing departments to improve:
- Lead quality – 55 percent
- Lead quantity – 44 percent
- Competitive information – 39 percent
- Brand awareness – 37 percent
- Lead nurturing – 37 percent
Improvements marketers wanted from sales:
- Better lead follow-up – 34 percent
- Consistent use of systems – 32 percent
It’s the People, Not the Tech
Closing the sales-marketing divide has been a long, slow…