See Results Below
The State of Sales and Marketing Alignment Report
See Results Below
The State of Sales and Marketing Alignment Report
See Results Below
The State of Sales and Marketing Alignment Report
Introduction:
A deep dive into why sales
and marketing alignment is crucial
In a groundbreaking study examining the relationship between sales and marketing teams, we surveyed 500 sales and marketing leaders to uncover the true state of go-to-market alignment.
97
%
of respondents acknowledge that better sales-marketing collaboration would boost revenue
81
%
fantasize about replacing their counterparts
Aligned Teams Outperform
Our Research Reveals that
Alignment is a Revenue Generator
Teams that report they are completely aligned are
2.3
x
more likely
to exceed their revenue target
Our Research Reveals that
Misalignment is a Revenue Killer
And misaligned teams are
2
x
more likely
to miss their revenue target, highlighting the tangible opportunity and cost of poor collaboration.
mostly aligned
we occasionally have different approaches but resolve them quickly
completely aligned
we share the same vision and priorities
somewhat aligned
we often have differing views on strategy and execution
mostly misaligned
we frequently work towards different objectives
completely misaligned
we have fundamentally different goals and priorities
the Alignment
Paradox
Despite 70% of both sales and marketing teams reporting they're "mostly or completely aligned" on goals, the above data reveals a deeper disconnect in day-to-day execution and trust. While the teams may have agreement on their overall objectives, the data reveals underlying operational friction.
The lines between marketing and sales are blurring more and more each day, due to AI, new tools and workflows. It’s more critical than ever to drive marketing & sales alignment and establish clearly defined ways to work together to break into target enterprise accounts.
Emily Kramer
mkt1
a Case of Complex Codependence
Be honest - how often do you fantasize about replacing your entire sales/marketing department?
66%
of respondents tell us they do not feel positive after meeting with their counterparts
Given the ongoing daily challenges of collaboration, it’s no wonder two-thirds of sales and marketing teams leave meetings feeling lackluster.
How Would you describe your perspective on improving sales and marketing collaboration?
actively working on it
satisfied
wanting to improve
frustrated but willing
no path
Sales and Marketing Want to Improve Their Relationship
Despite fantasizing about replacing one another, the data reveals 72% of respondents are either actively working to improve their relationships or express a desire to do so.
In the next chapter, we will explore practical tactics and strategies to strengthen these connections.
The data reveals an uncomfortable truth: sales and marketing teams know they need each other to succeed, but they don’t have the right tools and tactics to improve their relationships. Anecdotally, we see this across our portfolio as well. Our companies that have strong alignment across their GTM orgs tend to well outperform the others.
Scott barker
GTMFund
United Teams
Unlock Growth
Improved Collaboration Leads to Better Business Results
The data paints a compelling picture: nearly all respondents recognize that stronger relationships across go-to-market teams would drive revenue growth, and most are eager to foster these connections. Yet while the will exists, many lack the practical tools to make it happen.
If sales and marketing collaboration improved at your company, what impact would you expect on revenue performance?
Only 0.4% believe improving sales and marketing collaboration would have no impact on revenue
As we dove into the data to find the root causes of misalignment, we were shocked that goal alignment was a very small part of the problem.
The real challenges emerge in daily operations - from lead handoffs to joint planning. This section provides proven tactics to bridge this gap, transforming good intentions into meaningful collaboration.
4strategies
you can implement to
significantly improve collaboration and business results!
nail your target accounts
communicate more effectively
work together for a better buying experience
have better lead handoffs
01
nail your target accounts
of sellers see marketing
as highly effective at generating opportunities
with target accounts
the Takeaway:
In order to improve relationships with sales, focus on high-value accounts that match your ideal customer profile.
02
communicate more effectively
Sellers say these are the top challenges when collaborating
with marketing:
the Takeaway:
Developing a better understanding of the sales process and having a single source of truth will reduce friction.
03
work together for a better buying experience
sellers say these two things would make them trust marketing more:
More pipeline and
revenue
the Takeaway:
Investing in joint account planning and developing relevant content will ensure a better enterprise buying experience and improve cross-functional results.
04
have better lead handoffs
the Takeaway:
Clear lead handoffs will drive better team collaboration.
higher opportunity creation in ABX accounts
of ABM Accounts being engaged by marketing AND sales
Want to see how the best marketers are working one-to-won with sales? Join the #onetowon movement to get all the latest content.
Survey Methodology: The study surveyed 500 go-to-market leaders across North America, evenly split between 250 sales leaders and 250 marketing leaders. The research was conducted through Cint, a global survey technology platform, to ensure data quality and respondent verification. All respondents were screened to confirm their leadership roles in sales or marketing functions at B2B companies.