Some 55% of sales and marketing professionals surveyed say their companies have not implemented, or are just in the planning stage to implement, formal efforts to integrate or align the sales and marketing functions, according to a global study by the CMO Council.
Among the 40% who have made the attempt, some 47% report success in synchronizing and optimizing these often-polarized functions, according to the CMO Council’s Coalition to Leverage and Optimize Sales Effectiveness (CLOSE), an online community sponsored by Oracle and the Wall Street Journal.
Less than 20% of respondents say their sales and marketing organizations are extremely collaborative; most felt the two groups had intermittent relations and interactions.
“What is startling about the results of this study is not that there is a divide, but rather that important resources and investments, like CRM, data analysis, segmentation and cross-departmental data visibility, are viewed as marginally valuable and relatively underutilized,” CMO Council Executive Director Donovan Neale-May told MarketingCharts.
Neither marketing nor sales is effectively leveraging customer data and insight to form deeper, more connected relationships with the customer:
Among other key findings of the study:
About the study: Respondents to the survey were drawn from all industry sectors with over 43% in companies with annual sales of $100 million or more. The average sales cycle is 2 to 6 months (36%) with 14% of respondents claiming a sales cycle of 1 to 2+ years. Nearly 70% were drawn from B2B companies. Virtually all companies operated in North America, over 50% in Europe, 47% in Asia, 30% in Latin America, 26% in the Middle East and nearly 20% in Africa. Over 35% of responding companies had more than 1,000 employees and 65% had less than 1,000 employees.
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