The latest installment of the annual State Of Inbound Marketing from HubSpot showed a disconnect between how the C-suite and its managers view the company’s sales and marketing relationship. The study revealed that 31% of C-level executives say their teams are tightly aligned, while only 17% of managers agree.
The annual report also showed that while 44% stated that their marketing and sales teams are “generally aligned,” only 22% of respondents said that their teams are tightly aligned with sales and marketing service level agreements (SLAs).
The top-three marketing priorities for respondents were converting contacts and leads to customers (70%), growing traffic to the website (55%) and increasing revenue derived from existing customers (45%).
Specifically, when it comes to inbound marketing, respondents’ top-three priorities include growing SEO/organic presence (61%), blog content creation (53%) and content distribution and amplification (47%).
Other findings from the report include:
- Sixty-one percent of respondents feel their organization’s marketing strategy is effective;
- Close to two-thirds (63%) of respondents said generating traffic and leads is their top marketing challenge, followed not so closely by providing the ROI of marketing activities (40%); and
- Roughly one-third (32%) of respondents said their sales team spends more than an hour performing data entry or other manual tasks. Another 32% said they spend between 30 minutes to an hour performing such tasks.