According to recent research by Outfunnel and Copper, B2B sales reps are far more likely than B2B marketers to say that their company’s sales and marketing teams are working together effectively.
The report is based on data from a survey of 151 B2B marketers and 151 B2B sellers conducted in December 2020.
Nearly half (46%) of the B2B marketers surveyed say their sales team doesn’t understand what’s important to the marketing team, while only 31% of B2B sellers say their marketing team doesn’t understand what’s important to the sales team .
Around 58% of sales reps strongly agree: “Our marketing and sales teams work together effectively.” Only 43% of marketers agree with this statement.
Salespeople and marketers of larger companies (101-150 employees) are most likely to say that the alignment between their company’s sales and marketing teams is very good or excellent.
Medium-sized business sellers and marketers (51 to 100 employees) are most likely to say that the coordination between their company’s sales and marketing teams is bad, fair, or good.
About research: The report is based on data from a survey conducted among 151 B2B marketers and 151 B2B sellers in December 2020.