New Research: 58% Of Marketers Lack Confidence In Ability To Accurately Deliver Inbound Leads

Published: January 12, 2022

1openpriseRRIt seems that marketing teams are struggling to fully leverage their RevOps strategies, as new research indicates that just 35% showed complete confidence in their ability to score leads accurately and even less (32%) said they were very confident in their organization’s account scoring strategies.

The findings were revealed in “The RevOps Reality Check” survey, which was conducted among 270 U.S.-based B2B professionals across sales, marketing and revenue teams by Openprise, a RevOps automation solution. The research revealed the top issues that RevOps teams face, such as increasing pressure to maintain high data quality, organizational dysfunction caused by departmental and data silos and the inability to measure attribution.

According to the survey, the majority of B2B teams still struggle to align their departments and create an efficient pipeline, as 58% are not at all or only somewhat confident in their organization’s ability to accurately deliver an inbound lead from a marketing program to the right salesperson. 

Additional findings include:

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  • 54% were not confident or only somewhat confident in their organization’s data cleansing processes;
  • 56% aren’t confident that their organization can properly segment their prospective database;
  • Only 34% are very confident in their organization’s data onboarding and list loading processes;
  • and
  • 51% said they were not confident or only somewhat confident in their organization’s ability to execute lead-to-account matching.

“It’s clear that the future of B2B lies in RevOps,” said Ed King, CEO of Openprise, in a statement. “Today’s sales and marketing teams can no longer work in silos. The results from our survey show that the organizations that invest in the right RevOps automation solutions will be primed to succeed.”

To access the full survey results, download “The RevOps Reality Check.”

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