Only 32% of B2B Marketers Successfully Collaborate with Sales on Content

Many B2B marketers concern themselves with developing content to drive leads, but new research shows that they may be able to reach their goals more easily by working in tandem with sales professionals.

Altimeter recently published its “State of Digital Selling” report, and statistics showed that just 32% of average B2B marketers successfully collaborate with sales to deliver the right content at the right time to convert leads. This is compared to 47% of high-performing B2B marketers who said the same.

Only 36% of average B2B marketers say that marketing, sales and service teams perform well together to provide sellers real-time data intelligence on prospect activity. This is compared to 67% of high-performing B2B marketers who said the same.

“While sellers nurture leads to conversion, ongoing teamwork is essential to ensure leads are getting consistent messages from both marketing and sales — and service if an existing customer,” wrote the authors of the report.

The Intersection of Sales and Marketing Teams

Marketing and sales team collaboration is second nature for some businesses, but previous research suggests that this may change in the near future.

InsideView released its “Unlocking Revenue Performance in the New Normal” eBook, and data indicated that 54% of marketing and sales professionals believe that marketing and sales operations will merge into one revenue operations team within the next 12 months.

In addition, 53% believe that insight into B2B customers will become more clear as a result of focusing on data integrity. This includes taking data hygiene into account, as well as cleanliness and robustness.

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Scott Stone — Scott Stone, Advertising & E-Business Manager, Cisco Eagle

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