B2B marketing, sales, and customer success professionals say a lack of communication among their teams is the biggest barrier to providing an exceptional customer experience, according to recent research from The Pedowitz Group and Ascend2.

The report was based on data from a survey conducted in March 2022 among 507 marketing, sales, and customer success professionals in the US who work for B2B firms.

Respondents across Marketing, Sales, and Customer Success say a lack of communication among teams is the top challenge they face in providing an exceptional customer experience.

Marketers are more likely than the other groups to say that inadequate/inaccurate data is a top challenge to providing an exceptional experience, salespeople are more likely to say a lack of a unified view of the customer is a top challenge, and customer success professionals are more likely to say that ineffective leadership is a top challenge.