Poor alignment between your sales and marketing teams and a lack of visibility into cross-functional data cause a bevy of problems. From sub-par conversion rates to bad customer experiences, sales and marketing misalignment puts your company at a competitive disadvantage and impacts revenue at every turn. While the divide makes the two teams feel at odds, their goals are the same: to acquire customers and drive more revenue.
This is often seen as a B2B problem because the buying journey from marketing to sales and the lead handoff are more clear. Marketing drives leads, sales closes them. But the problem is actually compounded in B2C companies because the silos are deeper and the conversion path is a lot muddier. They depend on each other just as much but have even less visibility into mutually dependent strategies.
This is especially true with high-stakes purchases where customers frequently do research online and convert on the phone with the contact center because that causes an additional data divide between marketing and sales when customers leave the digital journey. It also makes alignment between marketing and sales even more important in B2C companies, as it’s the only way to get visibility into the full buying journey and accurately measure success.
When sales and marketing can become one cross-functional super-team, they become mutually accountable for these goals and the results are more efficient and effective customer acquisition and a better buying journey for your customers.
Check out these 10 eye-opening sales and marketing stats to help motivate stronger relationships between your sales and marketing teams.
- Lack of alignment = lost revenue An estimated $1 trillion dollars a year is lost due to a lack of sales and marketing coordination.
- You might not be as aligned as you think Less Than 5% of sales and marketing executives report poor alignment. But over half who report good alignment show negative performance and pipeline.
- Cross-functional data visibility impacts performance 46% of marketers report that data quality and accuracy negatively impact marketing optimization. 28% say data is siloed and difficult to access.
- Marketing leads are getting lost 79% of marketing leads never convert due to a failure to nurture consumer connections.
- Alignment drives growth Highly-Aligned organizations see a 32% year-over-year revenue growth. Less aligned competitors saw a 7% decrease in revenue.
- Better alignment, bigger profits Highly aligned companies are 15% more profitable.
- Culture isn’t always the problem Over 80% of sales and marketing executives describe each other’s departments positively.
- Aligned teams close more and churn less Businesses with strong sales and marketing alignment are 67% more effective at closing deals and 58% better at retaining customers.
- And then there’s the revenue Highly aligned teams drive 208% more revenue as a result of their marketing efforts.
- Sharing data and technology is key 96% of companies that report being well-aligned organizationally are aligned on their sales and marketing technology, too.
Get this case study to see how Windstream Communications uses Invoca Conversation Intelligence to enable sales and marketing alignment and exceed sales goals.
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