The different concerns of sales and marketing departments

B2B marketers say their biggest marketing concern is how to generate more leads, while B2B salespeople say their biggest marketing concern is how to improve the quality of leads, according to a recent study by SharpSpring and Ascend2.

The report was based on data from a February 2022 survey of 329 marketing and sales professionals who work for B2B companies.

Although B2B marketers and salespeople cite the quantity and quality of leads as their top concerns for their company’s marketing efforts in the coming year, marketers rank generating more leads as their top concern (52% of marketers cite) while salespeople rank improving lead quality as their top concern. main concern (45% of sellers cite).

B2B marketers and salespeople say moving leads from education to sales readiness is the area of ​​the buyer experience most affected by the misalignment between marketing and sales.

Part of the buyer experience that is most negatively impacted by sales and marketing misalignment

Respondents say the top benefits of aligning marketing and sales are higher conversions, increased revenue, and a more seamless customer experience.

Key Benefits of Sales and Marketing Alignment

About research: The report was based on data from a February 2022 survey of 329 marketing and sales professionals who work for B2B companies.

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