B2B Sales and Marketing Alignment

How to Overcome Communication, Data, and Technology Challenges

Report by Kelsey Voss  | Apr 5, 2023
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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)
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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.

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    Table of Contents

    1. Executive Summary
    2. Strong relationships start with C-suite alignment.
    3. Here’s how to bridge the relationship gap with sales.
    4. Both teams must understand today’s buyer.
    1. Alignment on content is key across the entire buyer journey.
    2. Good data—supported by the right tech—is at the heart of alignment.
    3. Measurement and attribution are critical for success.
    4. How can sales and marketing teams achieve alignment?
    1. Insider Intelligence Interviews
    2. Sources
    3. Media Gallery

    Charts in This Report

    Most Effective Strategy in Optimizing Their Relationship With Sales According to B2B Tech Marketers and Decision-Makers in North America, July 2022 (% of respondents)What B2B Marketing and Sales Executives in North America Believe Is Most Critical to Driving Growth, June 2022 (% of respondents)
    The B2B Buyer in 2023Current Content Marketing Challenges Among B2B Marketers Worldwide, July 2022 (% of respondents)
    US B2B Professionals' Leading Priorities Driving Consideration of a New Customer Relationship Management (CRM) Tool, April 2022 (% of respondents)Areas That Drive US B2B Marketers' Business Focus and Their Need for Deeper Metrics, May 2022 (% of respondents)

    Interviewed for This Report

    Colby Cavanaugh
    Integrate
    Senior Vice President, Marketing
    Interviewed March 6, 2023
    Chip House
    Insightly
    CMO
    Interviewed March 3, 2023
    Jon Perera
    Highspot
    CMO
    Interviewed March 9, 2023
    Lynn Tornabene
    Anteriad
    CMO
    Interviewed March 10, 2023

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    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
    Download PDF

    authors

    Kelsey Voss

    Contributors

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