Report: Strategy Effectiveness Tied to Sales and Marketing Alignment

New research suggests that marketers are fairly confident in their existing strategies, and they are working closely with sales to achieve their objectives.

According to the “2017 State of Inbound” report from HubSpot, the majority of marketers (61 percent) believe that their organization’s marketing strategy is effective.

marketing, content marketing, sales enablement

Broken down by position, 69 percent of C-level marketers said their strategy was effective, and 68 percent of vice presidents/directors agreed. About 61 percent of managers thought their existing strategy was efficient.

Out of all of the marketers surveyed, nearly half (44 percent) also said that their marketing team was generally aligned with sales, and 22 percent said they were tightly aligned. The research suggests that alignment can also be linked to marketing strategy success.

Eighty-one percent of respondents who said their sales and marketing teams were tightly aligned claimed that their marketing strategy was effective. About 66 percent of generally aligned respondents said the same, while just 27 percent of misaligned teams agreed.

Sales and Marketing Misalignment

Previous research has honed in on the challenges that can come with sales and marketing misalignment, such as poor lead routing.

The “State of Lead Management” survey from LeanData recently found that 41.1 percent of B2B marketers are not aligned with their sales teams. About 6.7 percent said they were unsure about their alignment.

In the same survey, 80 percent stated that they were unsatisfied with how they currently route their leads. Approximately 57 percent claimed that they were “doubtful” that their lead workflow was creating an ideal customer experience.

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

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