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.

Here’s what’s in the full report

3files

Exportable files for easy reading, analysis and sharing.

6charts

Reliable data in simple displays for presentations and quick decision making.

4expert perspectives

Insights from industry and company leaders.

    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

    Access full deck

    View a slide-show representation of this report’s key insights, where carefully vetted data is combined with industry trend analysis, included at no extra cost.
    Gain Access to EMARKETER →
    Log in to EMARKETER
    Download PPTX

     

     

     

     

     

     

     

     

     

     

     

    Access All Charts and Data

    Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry, included at no extra cost.
    Gain Access to EMARKETER →
    Log in to EMARKETER
    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

    Latest Reports

    The State of Payment Transaction Types
    Report
    The State of Payment Transaction Types
    The 2024 Healthcare Consumer
    Report
    The 2024 Healthcare Consumer
    Canada Mobile Banking Emerging Features Benchmark 2024​
    Report
    Canada Mobile Banking Emerging Features Benchmark 2024​
    Canada Digital Ad Spending 2024
    Report
    Canada Digital Ad Spending 2024
    Restaurant Digitization 2024
    Report
    Restaurant Digitization 2024
    What Advertisers Can Learn From Privacy Industry Events 2024
    Report
    What Advertisers Can Learn From Privacy Industry Events 2024
    Maximizing the Impact of B2B Event Marketing
    Report
    Maximizing the Impact of B2B Event Marketing
    Bank Brand Safety on Social Media
    Report
    Bank Brand Safety on Social Media
    US P&C Insurance Trends to Watch in 2024
    Report
    US P&C Insurance Trends to Watch in 2024
    Temu, TikTok, and China’s Ecommerce Players in Western Europe
    Report
    Temu, TikTok, and China’s Ecommerce Players in Western Europe
    Digital Audio Ad Spending Forecast and Trends Q2 2024
    Report
    Digital Audio Ad Spending Forecast and Trends Q2 2024
    What Banks Need to Know About Gen Alpha
    Report
    What Banks Need to Know About Gen Alpha
    The State of Influencer-Brand Deals 2024
    Report
    The State of Influencer-Brand Deals 2024
    Ad Measurement Trends H1 2024
    Report
    Ad Measurement Trends H1 2024
    Brand Safety 2024
    Report
    Brand Safety 2024

    Popular on EMARKETER

    Data Drop: 5 Charts on Netflix Advertising
    Article
    Data Drop: 5 Charts on Netflix Advertising
    Google delays the end of cookies for a third time after regulator and industry pushback
    Article
    Google delays the end of cookies for a third time after regulator and industry pushback
    Data Drop: 3 Things to Know About How Baby Boomers Use Tech
    Article
    Data Drop: 3 Things to Know About How Baby Boomers Use Tech
    Canada Digital Ad Spending 2024
    Report
    Canada Digital Ad Spending 2024
    Streaming service loyalty wanes as serial churning rises
    Article
    Streaming service loyalty wanes as serial churning rises
    PubMatic and GroupM will offer cookieless ad inventory
    Article
    PubMatic and GroupM will offer cookieless ad inventory
    TikTok launches Notes, but existential threats loom large
    Article
    TikTok launches Notes, but existential threats loom large
    CPG recovery is uneven as cost pressures exacerbate market bifurcation
    Article
    CPG recovery is uneven as cost pressures exacerbate market bifurcation
    Sephora and L’Oréal strong results suggest Ulta may have overstated beauty industry challenges
    Article
    Sephora and L’Oréal strong results suggest Ulta may have overstated beauty industry challenges
    TikTok ban signed by President Biden, giving ByteDance 9 months to sell
    Article
    TikTok ban signed by President Biden, giving ByteDance 9 months to sell
    Spotify comes out strong in Q1 but is still fishing for the next thing
    Article
    Spotify comes out strong in Q1 but is still fishing for the next thing
    Google delays deprecation of third-party cookies once again
    Article
    Google delays deprecation of third-party cookies once again
    Hyundai hits brakes on X ads amid brand safety concerns—even as auto industry embraces digital advertising
    Article
    Hyundai hits brakes on X ads amid brand safety concerns—even as auto industry embraces digital ...
    Maximizing the Impact of B2B Event Marketing
    Report
    Maximizing the Impact of B2B Event Marketing
    TikTok outperforms YouTube Shorts and Reels viewership
    Article
    TikTok outperforms YouTube Shorts and Reels viewership

    Latest Forecasts

    Total Media Ad Spending, UK
    Forecasts
    Total Media Ad Spending, UK
    Desktop/Laptop Ad Spending, UK
    Forecasts
    Desktop/Laptop Ad Spending, UK
    UK Nonmobile Ad Spending
    Forecasts
    UK Nonmobile Ad Spending
    UK Amazon
    Forecasts
    UK Amazon
    Digital Ad Spending, UK
    Forecasts
    Digital Ad Spending, UK
    Out-of-Home Ad Spending, UK
    Forecasts
    Out-of-Home Ad Spending, UK
    Retail Media Ad Spending, by Country
    Forecasts
    Retail Media Ad Spending, by Country
    Display Ad Spending, UK
    Forecasts
    Display Ad Spending, UK
    Video Ad Spending, UK
    Forecasts
    Video Ad Spending, UK
    Retail Media Ad Spending, China
    Forecasts
    Retail Media Ad Spending, China
    Ecommerce Channel Ad Spending, China
    Forecasts
    Ecommerce Channel Ad Spending, China
    Traditional Media Ad Spending
    Forecasts
    Traditional Media Ad Spending
    Total Media Ad Spending, China
    Forecasts
    Total Media Ad Spending, China
    Digital Ad Spending, China
    Forecasts
    Digital Ad Spending, China
    Display Ad Spending, China
    Forecasts
    Display Ad Spending, China

    "Behind the Numbers" Podcast

    The Weekly Listen: The TikTok ban gets signed into law, is AI ready to change search, and social commerce's ceiling
    Audio
    The Weekly Listen: The TikTok ban gets signed into law, is AI ready to change search, and social ...
    The Daily: How Netflix surprised folks, how much advertising will move the needle, and what its "Next Act" will be
    Audio
    The Daily: How Netflix surprised folks, how much advertising will move the needle, and what its ...
    Reimagining Retail: The Unofficial Most Interesting Retailers List (April)
    Audio
    Reimagining Retail: The Unofficial Most Interesting Retailers List (April)
    The Daily: GenAI's economic impact, part 2—the effect on jobs, Apple's GenAI strategy and AI's measurement problem
    Audio
    The Daily: GenAI's economic impact, part 2—the effect on jobs, Apple's GenAI strategy and AI's ...
    The Daily: GenAI's economic impact, part 1—the economy, Amazon's AI investments and ChatGPT in the physical world
    Audio
    The Daily: GenAI's economic impact, part 1—the economy, Amazon's AI investments and ChatGPT in the ...
    The Weekly Listen: What replaces "Just Walk Out" as the future of retail, the Atlantic's come back, and igniting TV shopping
    Audio
    The Weekly Listen: What replaces "Just Walk Out" as the future of retail, the Atlantic's come back, ...
    The Daily: How to make your brand the right amount of safe, vertical video ads for TV, and Hulu content on Disney+
    Audio
    The Daily: How to make your brand the right amount of safe, vertical video ads for TV, and Hulu ...
    Reimagining Retail: How to reduce friction at the point of sale and predictions for the future of retail payments
    Audio
    Reimagining Retail: How to reduce friction at the point of sale and predictions for the future of ...
    The Daily: GenAI and healthcare, part 1—How consumers are using GenAI to look up health information and how physicians feel
    Audio
    The Daily: GenAI and healthcare, part 1—How consumers are using GenAI to look up health information ...
    The Daily: GenAI and healthcare, part 2—How physicians are using GenAI for patient care and a 'DIY health clinic-in-a-box'
    Audio
    The Daily: GenAI and healthcare, part 2—How physicians are using GenAI for patient care and a 'DIY ...
    The Weekly Listen: Caitlin Clark's effect on March Madness, a women's sports revolution, and who will rule the new pay TV world?
    Audio
    The Weekly Listen: Caitlin Clark's effect on March Madness, a women's sports revolution, and who ...
    The Daily: How marketers are using GenAI, where we pay most attention to social media ads, and Chase's retail media network
    Audio
    The Daily: How marketers are using GenAI, where we pay most attention to social media ads, and ...
    Reimagining Retail: The beauty path to purchase and how social media trends have influenced beauty products and marketing
    Audio
    Reimagining Retail: The beauty path to purchase and how social media trends have influenced beauty ...
    The Banking & Payments Show: The Crypto Renaissance
    Audio
    The Banking & Payments Show: The Crypto Renaissance
    The Daily: How Hispanic Americans use media differently, who uses social media the most, and how kids use the internet
    Audio
    The Daily: How Hispanic Americans use media differently, who uses social media the most, and how ...