Yet Another Post on B2B Sales/Marketing Alignment and How to Improve
Sales and Marketing alignment is a hot topic in B2B circles because in the digital age, the roles for each have evolved tremendously.
This is because the Internet now provides an enormous amount of content that enables B2B buyers to research and learn on their own, and this has impacted the way marketing and sales teams function. According to a DemandGen Report, as many as 41% of buyers said they waited longer to initiate contact with B2B vendors than they used to.
I talk about Sales/Marketing alignment in a blog post called Dear B2B Sales Team: Does Your Marketing Department Not “Get It”?, citing that there has been much progress to integrate sales and marketing activities but that more needs to be done at the top to ensure shared accountability toward sales goals.
Since then, there have been some great posts and presentations on the reasons why a strong Sales/Marketing partnership is good for business. If you are a B2B and want to improve in this area, here are some good nuggets to check out.
Updated September 2022
- 10 Tips to Align Your Sales and Marketing Teams – Marketing Insider Group
- 5 Key Areas of Marketing and Sales Alignment – Gartner
- Are Your Marketing and Sales Teams On The Same Page? – Harvard Business Review
- A Sales and Marketing Love Story – HubSpot