The Sales and Marketing Relationship in 2023
Alignment between sales and marketing teams is crucial for business success, yet it remains a significant challenge for many organizations. Differing goals and priorities, communication breakdowns and lack of shared data and technology hurt teams and limit revenue growth.
Where is this misalignment impacting revenue teams the most, and what strategies are most effective at integrating sales and marketing teams and growing revenue?
One minute insights:
- 91% of respondents agree or strongly agree that their sales and marketing teams’ priorities are aligned.
- The most selected reason for sales and marketing team misalignment is having separate funnels (47%).
- Lead generation (44%) is the most commonly cited item that is negatively impacted by the sales and marketing relationship.
- 32% say the most effective tactic to align sales and marketing teams is to create a liaison role that spans both functions.
Strong alignment between sales and marketing teams is built upon consistent lead allocation and a unified go-to-market strategy
91% of respondents agree, or strongly agree, that their sales and marketing teams’ priorities are aligned.
Just 3% disagree or strongly disagree that their sales and marketing teams align under a unified go-to-market strategy.
Separate funnels are driving misalignment and hurting both lead generation and sales cycle time
Lead generation (44%) is the most commonly cited item negatively impacted by the sales and marketing relationship, followed by sales cycle time (37%). Only 14% say that ROI is negatively impacted.
When analyzing sales responses, just 25% of respondents report sales cycle time being negatively impacted by their relationship with marketing. Meanwhile, 45% of marketing respondents see the sales cycle time as negatively impacted, an 80% increase.
The most selected reason for sales and marketing team misalignment is having separate funnels (47%). The second and third most selected misalignments were budget disputes (36%), and reporting to different leaders (33%).
Question: Do you have any other thoughts or comments about the sales and marketing relationship at your organization?
Too many types of marketing: Product, Field, Partner, Strategic Programs - all with a VP leader.
While teams strive to improve cross-department data sharing, and create liaison roles, communication is preventing sales and marketing alignment
The most commonly selected challenges to aligning sales and marketing teams are communication (45%), lack of complete data on accounts/prospects (43%), and lack of processes (37%).
As opposed to sales (21%), 57% more marketers (33%) cited flawed processes as a challenge to aligning sales and marketing teams.
The most selected strategy or tactic for aligning sales and marketing teams is improved cross-department data sharing (64%). Nearly half of respondents (48%) selected defined clear guidelines for communication between sales and marketing.
Question: Do you have any other thoughts or comments about the sales and marketing relationship at your organization?
We're in the process of rebuilding the sales/marketing relationship. We recently brought together multiple sales and marketing teams who had very different relationships and opening the lines of thoughtful communication has been critical, in addition to agreeing that the way things had been done will not get us to the goals of where we want to be. The leaders in the team have also been setting the example that it's not sales versus marketing - we're in this together to reach our revenue goals.
Of those aforementioned marketing strategies and tactics, about one third of respondents (32%) say the most effective was creating a new liaison role that spans both functions. Just 5% said the most effective method was creating shared revenue goals.
The widest gap between sales and marketing respondents was on the tactic of creating a new liaison role that spans both functions. 51% of sales respondents cited this as the most effective, while just 18% of marketers selected this. The top marketing-only response (27%) was “Defined clear guidelines for communication between sales and marketing.”
Question: Do you have any other thoughts or comments about the sales and marketing relationship at your organization?
In my previous companies sales and marketing behaved as rivals. We managed to eschew that by bringing sales and marketing lead gen under one leader and unified lead gen strategy for co-managed efforts and alignment.
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