Many B2B marketers are into content development to generate leads. However, new research shows that working with sales professionals may make it easier for them to achieve their goals.
Altimeter recently released its State of Digital Selling report. Statistics show 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 compares to 47% of high performing B2B marketers who said so.
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. This compares to 67% of high performing B2B marketers who said so.
“While salespeople drive leads to conversion, ongoing teamwork is essential to ensure leads are receiving consistent messages from both marketing and sales – and the service of an existing customer,” the report writers.
The interface of sales and marketing teams
The collaboration of marketing and sales teams is a matter of course for some companies. However, previous research suggests that this could change in the near future.
InsideView published its eBook “Opening up sales performance in the new normal”. According to data, 54% of marketing and sales professionals believe that marketing and sales activities will be merged into one sales operations team within the next 12 months.
Additionally, 53% believe that focusing on data integrity will clearer insight into B2B customers. This includes the consideration of data hygiene as well as cleanliness and robustness.