The B2B Marketing-Sales Divide: More Leads vs. Better Leads

B2B marketers and salespeople agree that lead quantity and quality are their biggest marketing concerns. However, marketers prioritize generating more leads (52%), while salespeople focus on improving lead quality (45%).

Misalignment between marketing and sales affects the buyer experience significantly, and respondents believe that higher conversions, increased revenue, and better customer experience are the primary benefits of alignment.

The data for this report was taken from a survey of 329 B2B marketing and sales professionals conducted in February 2022.