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Sales & Marketing Alignment Survey Results
Sales and Marketing: A Tale of Misalignment
A LeanData survey examining the current
state of Sales and Marketing Alignment at
B2B companies has found that those two
departments have a hard time speaking the
same language. Among the key findings,
we learned that 51 percent of marketers
said they are not satisfied with the level of
communication between the teams. Also, 53
percent of sales professionals said they are
not happy with the support that marketing is
providing to them.
Yes, we know. You're shocked. Shocked! Who
could have imagined that sales and marketing
have a problem seeing eye-to-eye? We really
needed another survey to tell us that? Thank
you for confirming the obvious.
But while you might have known in your gut
that there's trouble in business paradise –
and maybe you're experiencing that stress-
inducing tension every day – respondents to
the LeanData survey provided numbers to show
that sales and marketing misalignment is a very
real issue that's causing unnecessary strain. It's
not just you. The survey, which drew responses
from nearly 500 business professionals,
suggests the problem is widespread and that
the teams often are working with an alarming
level of distrust in one another.
Here are some survey highlights:
• 68 percent of marketers said that up
to half of their leads are either ignored or
disqualified by sales. Meanwhile, 51 percent
of sales professionals said they disqualify
up to half of the Marketing Qualified Leads
(MQLs) handed over by their colleagues.
• 65 percent of salespeople rated the overall
quality of leads they receive as average, poor
or terrible.
• Salespeople indicated their team sources
a majority of all closed-won deals at 60
percent. When compared to responses
from marketing, sales was 41
percent more likely to claim
responsibility for sourcing
more than half of all deals.
• 48 percent of sales respondents said
they don't trust the pipeline and revenue
attribution numbers that marketing reports.
And maybe they shouldn't because an
astounding 39 percent of marketers said
they don't even trust their own numbers.
PULSE
REPORT
51%
of marketers said they
are not satisfied with the
level of communication
between the teams
68%
51%
41
%
48%
39%
