Study Finds Marketing and Sales Still Need to Cozy Up
Genius.com has released findings from their Genius and BtoB Magazine Marketer Skills Survey. The survey data and qualitative commentary highlight the evolving role of the B2B marketer. Interestingly, one of the key findings validates the core focus of this blog, Marketing Clique:
And they [marketing and sales] aren’t getting together in the same room either. 58 percent of those surveyed indicated that they met with sales just once a month or less for discussions on strategy, success metrics or marketing campaigns. 8 percent, or nearly 1 out of 10, admitted to never meeting with their sales counterparts. While some of these responses can be dismissed because of increased workloads and location issues, the lack of interaction and collaboration nonetheless suggests an unfortunate outcome: sales and marketing continued to be as misaligned as ever. —Genius and BtoB Magazine Marketer Skills Survey
Sales and marketing increasingly have the same goal
My opinion is that sales and marketing are converging. Successful marketers will realize that their organization's success is ultimately going to be measured by how much revenue is being generated over the shortest amount of time. That's just life in the big city. The relationship between sales and marketing must evolve and become more intimate. For better, or worse, this new research from Genius.com helps to validate it—marketing and sales still need to cozy up!
