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Presentation of results of new marketing and sales alignment survey conducted by the magazine that will shed light on how differently or similarly marketing and sales professionals view the challenges, issues and opportunities facing both teams.
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Marketing and Sales Alignment Survey Sales & Marketing Management Magazine
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Survey Responses
• Nearly 200 marketing and sales participants
• Cross-section of companies from <50 employees to >5,000 employees
• Cross-section of companies from at least 15 different industries
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How Much Messaging Gets Used?
59% said less than 50% of messaging gets used
Marke&ng Sales
61% said more than 50% of messaging gets used
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How Much Messaging Gets Used?
59% said less than 50% of messaging gets used
Marke&ng Sales
61% said more than 50% of messaging gets used
ALIGNMENT FINDING! • Marke&ng thinks sales people
DON’T use their stuff • Sales people think they DO use marke&ng’s stuff
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Why Messages Don’t Get Used?*
• (45%) Too product-centric, not customer-centric
• (39%) Selling is in the spoken word, too many tools written
• (28%) Tools don’t match the tasks in the buying cycle
* Pick your top two choices from list of seven op6ons
Marke&ng Sales • (51%) Too product-centric,
not customer centric
• (28%) Tools don’t match the tasks in the buying cycle
• (26%) Messages don’t sound like customer conversations
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Why Messages Don’t Get Used?*
• (45%) Too product-centric, not customer-centric
• (39%) Selling is in the spoken word, too many tools written
• (28%) Tools don’t match the tasks in the buying cycle
* Pick your top two choices from list of seven op6ons
Marke&ng Sales • (51%) Too product-centric,
not customer centric
• (28%) Tools don’t match the tasks in the buying cycle
• (26%) Messages don’t sound like customer conversations
ALIGNMENT FINDING! • More customer-‐centric messaging
• Tools that align with the buying cycle
• Sound more like sales conversa&ons
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Why Prospects Choose You?*
• (53%) Product quality
• (27%) Brand reputation
• (10%) Sales interactions
• (8%) Pricing
• (45%) Product quality
• (22%) Sales interactions
• (16%) Brand reputation
• (14%) Pricing
* Pick one of four choices
Marke&ng Sales
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Why Prospects Choose You?*
• (53%) Product quality
• (27%) Brand reputation
• (10%) Sales interactions
• (8%) Pricing
• (45%) Product quality
• (22%) Sales interactions
• (16%) Brand reputation
• (14%) Pricing
* Pick one of four choices
Marke&ng Sales ALIGNMENT FINDING!
• We think our products rock! • Marke&ng and sales disagree
about brand vs. conversa&ons
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How Does Marketing Drive Revenue?*
1. Branding 2. Product positioning
3. Demand generation
4. Inbound strategies 5. Sales enablement
1. Product positioning 2. Sales enablement
3. Branding
4. Demand generation
5. Inbound strategies
Marke&ng Sales
* Rank these five in order of importance 1 = most important
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How Does Marketing Drive Revenue?*
1. Branding 2. Product positioning
3. Demand generation
4. Inbound strategies 5. Sales enablement
1. Product positioning 2. Sales enablement
3. Branding
4. Demand generation
5. Inbound strategies
Marke&ng Sales
* Rank these five in order of importance 1 = most important
ALIGNMENT FINDING! • Marke&ng and sales disagree
about priority for sales enablement
• Both agree product posi&oning is a top strategy for driving revenue
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(64%) Can’t differentiate (Losing deals we shouldn’t)
(58%) Can’t break status quo (Closing rates going down)
(50%) Can’t communicate value (Deal sizes shrinking)
(28%) Can’t justify price (Excessive discounting)
(63%) Can’t differentiate (Losing deals we shouldn’t)
(53%) Can’t break status quo (Closing rates going down)
(49%) Can’t communicate value (Deal sizes shrinking)
(35%) Can’t justify price (Excessive discounting)
Result of Poor Sales Conversations?*
* Pick the top two biggest problems
Marke&ng Sales
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(64%) Can’t differentiate (Losing deals we shouldn’t)
(58%) Can’t break status quo (Closing rates going down)
(50%) Can’t communicate value (Deal sizes shrinking)
(28%) Can’t justify price (Excessive discounting)
(63%) Can’t differentiate (Losing deals we shouldn’t)
(53%) Can’t break status quo (Closing rates going down)
(49%) Can’t communicate value (Deal sizes shrinking)
(35%) Can’t justify price (Excessive discounting)
Result of Poor Sales Conversations?*
* Pick the top two biggest problems
Marke&ng Sales ALIGNMENT FINDING! • Marke&ng and sales completely
agree on the ranking of problems caused by poor sales
conversa&ons
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What Part of Story Needs Fixing First?*
1. Campaigns and selling tools don’t break through!
2. Messages are undifferen;ated and uninspiring!
3. Sales conversa;ons do not dis;nguish us from compe;tors
4. Sales nego;a;ons don’t capture the value we deserve
1. Messages are undifferen;ated and uninspiring!
2. Campaigns and selling tools don’t break through!
3. Sales conversa;ons do not dis;nguish us from compe;tors
4. Sales nego;a;ons don’t capture the value we deserve
Marke&ng Sales
* Rank all four with 1 = fix first and 4 = fix last
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What Part of Story Needs Fixing First?*
1. Campaigns and selling tools don’t break through!
2. Messages are undifferen;ated and uninspiring!
3. Sales conversa;ons do not dis;nguish us from compe;tors
4. Sales nego;a;ons don’t capture the value we deserve
1. Messages are undifferen;ated and uninspiring!
2. Campaigns and selling tools don’t break through!
3. Sales conversa;ons do not dis;nguish us from compe;tors
4. Sales nego;a;ons don’t capture the value we deserve
Marke&ng Sales
* Rank all four with 1 = fix first and 4 = fix last
ALIGNMENT FINDING! • Both seem to agree that the
story itself (messages and tools) is the more urgent
challenge to fix
THANK YOU!
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