B2B marketers are working harder than ever to get a return on investment. However, new research shows that they still face numerous challenges.
Fortella recently produced the “State of B2B Marketing 2021” report. Statistics show that B2B marketers still face multiple roadblocks when trying to meet their sales and marketing goals. Budget and resources (64%) are high on the list of top challenges they face while trying to achieve an ROI.
This is followed by tracking / measurement (46%), data quality (42%) and talent / team (36%). It’s interesting to note that sales and marketing alignment (33%) was also on the list as this is an area marketers have tried to improve in the past.
B2B marketer and sales alignment
Despite the existing initiatives to collaborate with sales, previous research suggests this is an area B2B marketers needed to improve.
Altimeter published its “State of Digital Selling” report. Data shows that only 32% of the average B2B marketers successfully work with sales to deliver the right content at the right time to convert leads. This has been compared to 47% of top performing B2B marketers who said the same thing, suggesting that many are still falling short.
Only 36% of the average B2B marketers report that marketing, sales, and service teams work well together to provide sellers with real-time data intelligence on potential activity.