Subscribe

Why You Shouldn’t Put Off Brokering A Marketing And Sales Peace Treaty

Blizter Adam Salesforce PardotIn today’s always-on world, competition for customer mindshare is at an all-time high. With mile-a-minute social networks, overflowing email inboxes, and more content than it’s even possible to consume, B2B marketers are facing an uphill battle when it comes to standing out. So, how can you reach the potential buyers that you know would be just perfect for your product?

Mind The Gap: 5 Ways To Avoid A Lead Handoff Disaster

Andrew Davies idioSales and marketing alignment remains a hot topic. For many B2B CEOs, it will likely rank among their top concerns for the year.

An Aberdeen Group study noted that highly aligned organizations achieved an average of 32% year-over-year revenue growth, while their less aligned competitors saw a 7% decrease in revenue. And few sales and marketing organizations are aligned. According Forrester, just 8% of companies say they have tight alignment between sales and marketing.

It’s A Three-legged Race For Sales And Marketing Alignment

LiveHive CEO Suresh BalasubramanianBy Suresh Balasubramanian, LiveHive

Without synchronization between sales and marketing, the business suffers. According to Aberdeen Group, the lack of integration of sales intelligence with sales and marketing systems causes the biggest gap between top sales performers and under-achievers. However, fewer than one out of 10 B2B companies report good alignment between their sales and marketing organizations, SiriusDecisions research shows.

Weak processes between sales and marketing have made it challenging for sales and marketing to work together successfully. While delivering immense value, existing CRM and marketing automation systems don’t deliver a complete buyer picture for the organization. Furthermore, this data has not been easily shared across departments.

Progressive B2B Marketers Take Revenue-Team Approach To Sales Alignment

The benefits of sales and marketing alignment have been well documented over the past several years, but many organizations are still not on board. More than half (58%) of respondents rated their sales and marketing operations alignment as “poor,” according to research from SiriusDecisions.

Progressive B2B organizations are re-defining the sales and marketing relationship by forming “revenue teams” or “demand gen teams” with shared performance goals. “We’ve seen an increase in the revenue team model, where members of the marketing team work with sales toward a joint goal to make their numbers,” said Chris Tratar, VP of Product Marketing at SAVO Group.

SiriusDecisions: Alignment, Change Management Key To Realizing ROI Of Marketing Technology

The good news is marketing organizations have doubled technology spending in the last two years, according to new research presented at last month’s 2011 SiriusDecisions Summit. However, while investment has increased rapidly, BtoB companies continue to struggle with implementation and adoption.

Because successful utilization of these new technologies often depends on changes in organizational structure and processes, many organizations are stuck at the starting gate and unable to reap the full benefits of technologies driving the demand generation approach.

SiriusDecisions: Alignment, Change Management Key To Realizing ROI Of Marketing Technology

The good news is marketing organizations have doubled technology spending in the last two years, according to new research presented at last month’s 2011 SiriusDecisions Summit. However, while investment has increased rapidly, BtoB companies continue to struggle with implementation and adoption.

Because successful utilization of these new technologies often depends on changes in organizational structure and processes, many organizations are stuck at the starting gate and unable to reap the full benefits of technologies driving the demand generation approach.

Subscribe to this RSS feed