Marketing and sales teams need to communicate
What is the best indicator of effective marketing and sales teams? The answer is good alignment between the two departments. At companies that have a service level agreement, marketers are more likely to say their strategy is effective, while sales teams will only ask for more staff. However, the data we've gathered shows that not all teams are aligned. When marketing and sales departments blame each other, the customer stops being their priority.
21%
of respondents say the relationship between the marketing and sales areas at their company is tightly aligned.
69%
of senior executives believe their company's marketing strategy is effective.
50%
of individual contributors believe their company's marketing strategy is effective.
Leaders and employees strive to avoid falling into the ever-widening business gap
In addition to the divide between marketing and sales departments, there are other disconnects within companies. The executives who set the vision for their organizations have different perspectives on the state of their companies compared with the picture seen by the individual contributors responsible for making that vision a reality. If a company wants to grow, executives must prioritize two-way communication and transparency.
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