What does sales and marketing alignment really mean within an organization? We discovered that the level of sales and marketing alignment we assume in the marketing automation world doesn’t always translate to all marketers.
In May 2012 Eloqua commissioned YouGov to conduct an online survey to B2B marketers in the UK and Germany, receiving 252 responses from UK businesses and 255 responses from German marketers.
When asked the question, the vast majority of marketers in both countries considered their sales and marketing well or tightly aligned. However, when asked about a couple of simple indicators of alignment their responses were negative.
Alignment may mean different things to different people, but to get true alignment between these two departments means agreeing to a common framework of conversion and service level agreements along the funnel – as you’d need to do to set up a lead scoring program. Having such an understanding would truly accelerate sales and marketing ‘alignment’, as well as pipeline development, and ultimately help a company grow sales revenue.
For more information about the importance of sales and marketing alignment, take a look at this recent Aberdeen Research report.
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