Most B2B marketing and sales professionals (60%) say price is the top reason Sales doesn't close qualified leads, according to a recent report from Demand Metric and Showpad.
Beyond price, other frequently cited reasons for failing to close sales include failure of the sales team to perform (35% of survey respondents), lack of a compelling product or service (31%), difficult business terms or conditions (21%), and failure of the marketing team to perform (18%).
Below, additional key findings from the report, which was based on data from a survey of 182 marketers, sales professionals, and presidents/CEOs. (Some 67% of respondents work for B2B-focused companies; 25% for B2B-B2C hybrid companies; and 8% B2C-only companies).
The Blame Game
- Aside from price, there is little agreement between sales and marketing professionals about why deals fail to close with qualified prospects.
- Sales professionals cite the lack of marketing assets and support as the top reason they fail to close deals.
- Marketers' view of the top cause of failure—lack of empowerment to negotiate—is more sympathetic to their Sales colleagues. However, the second-ranked cause is not: lack of sales skill or ability.