B2B salespeople and marketers generally agree about the level of their alignment, according to a recent report from CallidusCloud.
The report was based on data from a survey of 211 B2B professionals (50% in Sales, 50% in Marketing) from around the world (67% in North America, 18% Europe, 10% Asia, 5% other).
Some 54% of marketers surveyed say the two teams are somewhat aligned in their organization; a similar proportion of salespeople say the same: 58%.
Only 17% of marketers and 14% of salespeople say the two teams are fully aligned.
Below, additional key findings from the report.
Satisfaction
Sales is less satisfied with Marketing than Marketing is with Sales: 42% of marketers say they are either satisfied or very satisfied with their peers in Sales, whereas only 35% of salespeople say they are satisfied or very satisfied with Marketing.
Lead Data
Only 37% of all respondents say lead data is fully shared between their organization's marketing and sales teams.
Some 16% of salespeople say data is siloed between the two groups, compared with 12% of marketers.
About the research: The report was based on data from a survey of 211 B2B professionals (50% in Sales, 50% in Marketing) from around the world (67% in North America, 18% Europe, 10% Asia, 5% other).
