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EMARKETER

B2B Sales and Marketing Alignment

How to Overcome Communication, Data, and Technology Challenges

Report by Kelsey Voss  |  Apr 5, 2023
Download
Report
Deck
The One-Pager
Share
Table of Contents
Executive Summary
Strong relationships start with C-suite alignment.
Here’s how to bridge the relationship gap with sales.
Both teams must understand today’s buyer.
Alignment on content is key across the entire buyer journey.
Good data—supported by the right tech—is at the heart of alignment.
Measurement and attribution are critical for success.
How can sales and marketing teams achieve alignment?
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
B2B marketers must be aligned with sales to drive revenue and business growth. This might seem a herculean task, but there are ways leaders can surmount relationship, communication, and data challenges and successfully align on shifts in B2B buying.
Topics
B2B Marketing
Data
Worldwide
Table of Contents
Executive Summary
Strong relationships start with C-suite alignment.
Here’s how to bridge the relationship gap with sales.
Both teams must understand today’s buyer.
Alignment on content is key across the entire buyer journey.
Good data—supported by the right tech—is at the heart of alignment.
Measurement and attribution are critical for success.
How can sales and marketing teams achieve alignment?
Insider Intelligence Interviews
Sources
Media Gallery

Executive Summary

Misalignment between B2B marketing and sales is all too common, and notoriously difficult to resolve. But there are ways marketing leaders and their teams can prioritize issues for better, more productive relationships with sales.

Key Question: What are the steps marketing leaders can take to improve alignment with sales?

Most Effective Strategy in Optimizing Their Relationship With Sales According to B2B Tech Marketers and Decision-Makers in North America, July 2022 (% of respondents)
E-Mail ChartDownload

KEY STAT: A July 2022 survey from Activate found that 35% of B2B tech marketers and decision-makers in North America believed steady communication and lead generation can help their relationship with sales.

Download
Report
Deck
The One-Pager
Share
Table of Contents
Executive Summary
Strong relationships start with C-suite alignment.
Here’s how to bridge the relationship gap with sales.
Both teams must understand today’s buyer.
Alignment on content is key across the entire buyer journey.
Good data—supported by the right tech—is at the heart of alignment.
Measurement and attribution are critical for success.
How can sales and marketing teams achieve alignment?
Insider Intelligence Interviews
Sources
Media Gallery
About This Report
B2B marketers must be aligned with sales to drive revenue and business growth. This might seem a herculean task, but there are ways leaders can surmount relationship, communication, and data challenges and successfully align on shifts in B2B buying.
Topics
B2B Marketing
Data
Worldwide
Table of Contents
Executive Summary
Strong relationships start with C-suite alignment.
Here’s how to bridge the relationship gap with sales.
Both teams must understand today’s buyer.
Alignment on content is key across the entire buyer journey.
Good data—supported by the right tech—is at the heart of alignment.
Measurement and attribution are critical for success.
How can sales and marketing teams achieve alignment?
Insider Intelligence Interviews
Sources
Media Gallery

authors

Kelsey Voss

Contributors

Jennifer Merritt
Vice President, Content
Tracy Tang
Senior Researcher
Debra Aho Williamson
Principal Analyst
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