Many marketers have seen gains from sales and marketing alignment: Survey

New Ideas in MarketingEssential news for marketers, summarised by YouGov
December 10, 2021, 3:18 PM UTC

Ascend2 polled 346 sales and marketing professionals to gain insights into how marketers view the proper alignment of sales and marketing.

According to the survey, 50% of respondents with wholly integrated marketing and sales teams claim they are extremely successful in attaining strategic business objectives. Thereby aligning sales and marketing efforts can help brands achieve their company’s strategic goals.

Only 33% of all respondents said they were not all or partially integrated. Additionally, with fully integrated sales and marketing teams, 97% of sales and marketing professionals indicated ease of working with the other team, and 77% reported comfortable collaborations.

According to 48% of those polled, sales and marketing share responsibility for the management of success metrics. Marketers state that they have more control over success metrics, including the marketing team. Having sales and marketing on the same page can help brands optimise consumers’ journeys.

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