B2B Sales and Marketing Alignment

How to Overcome Communication, Data, and Technology Challenges

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?

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


Exportable files for easy reading, analysis and sharing.


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

    Interviewed for This Report

    Colby Cavanaugh
    Senior Vice President, Marketing
    Interviewed March 6, 2023
    Chip House
    Interviewed March 3, 2023
    Jon Perera
    Interviewed March 9, 2023
    Lynn Tornabene
    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.
    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.


    Kelsey Voss


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

    "Behind the Numbers" Podcast