Dive Brief:
- ToutApp surveyed 300 marketers and when asked what they would like to discuss with their sales team – lead quality and conversion-to-sale shared the top spot at 40%.
- Seventy percent reported wanting more meetings to review and discuss strategy, and 89% said meetings improve results – findings that point to the importance of Sales/Marketing alignment.
- Previous research from BrightFunnel found that B2B deals in 2015 took 52% more touches and lead-to-revenue sales cycles increased 32%.
Dive Insight:
Tawheed Kader, chief executive and founder of ToutApp, told Venture Beat, “Leads are easy to generate. Qualified and engaged leads? That’s a whole other story. Getting in sync around what makes for a sales-ready qualified lead is a step that most marketing and sales organizations skip when defining their go-to-market strategy, which causes misalignment down the line.”
He added, “If marketing and sales can get in crystal clear sync on what makes for a 'sales-ready and qualified' lead, then you’re golden.”
The main challenge uncovered by the research was measuring success with 25% of respondents saying the sales team measures success differently than the marketing team.
One thing that does promote transparency in company-wide goals and outcomes is martech that ties into sales tech like the CRM. Giving both teams the same view into the customer journey helps foster Sales/Marketing alignment. In Q3 this year, marketing and sales ranked fourth among all marketing technology investments.
