B2B firms with sales and marketing performance that has greatly improved over the past year tend to share traits such as relying on good data, utilizing account-based strategies, and having well-aligned go-to-market teams, according to recent research from Dun & Bradstreet.
The report was based on data from a survey conducted in September and October 2021 among 605 marketing, sales, revenue operations, and data decision-makers in Canada, the UK, and the US who work for midsize and enterprise B2B or B2B-B2C companies.
Some 34% of respondents say their company’s marketing and/or sales performance improved greatly in the past 12 months. Those firms were classified as "leaders" in the report.
The researchers found that B2B firms that are sales and marketing leaders tend to share common traits, including a greater likelihood to align around a shared view of accounts, to engage with relevance throughout the buyer's journey, and to rely on account-based strategies.
