The Biggest Challenges to Aligning B2B Marketing and Sales Teams

According to recent research by InsideView, the biggest challenge marketers and salespeople face when it comes to aligning their teams is a lack of good data. The survey, conducted in February and March 2020 among 400 B2B professionals, found that 50% cited a lack of accurate/complete data on target accounts and prospects as a major challenge. Communication and flawed processes were also identified as major barriers.

The survey revealed that salespeople felt marketers were not held accountable for the pipeline and that the two teams only met to discuss the pipeline quarterly or less frequently. However, most respondents had a good or excellent relationship with their counterparts in Marketing or Sales.

Marketers wanted better lead follow-up from Sales and Salespeople desired better-quality leads from Marketing. The survey found that 90% of marketers viewed sales as a difficult job, while 84% of salespeople respected the Marketing department. Despite this, 32% of marketers felt salespeople didn't listen and 23% of salespeople thought they could do a better marketing job.