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).


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How Aligned Are B2B Marketing and Sales Teams?

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ABOUT THE AUTHOR

image of Ayaz Nanji

Ayaz Nanji is a writer, editor, and a content strategist. He is a co-founder of ICW Media and a research writer for MarketingProfs. He has worked for Google/YouTube, the Travel Channel, and the New York Times.

LinkedIn: Ayaz Nanji

Twitter: @ayaznanji