New Study Reveals Critical Disconnect Between Sales and Marketing Teams

[APRIL 16, 2024 - Bristol, UK] – A recent survey conducted by KAYBE, an award-winning marketing agency, sheds light on the relationship between sales and marketing professionals, revealing a significant gap between the perceived importance of collaboration and the actual alignment of goals and strategies.?

KAYBE polled 2,500 marketing and sales professionals about their experience collaborating with colleagues. In the report “Sales & Marketing: The Age Old Battle. A view of the smarketing landscape”, KAYBE found that a staggering 89.5% of sales and marketing professionals acknowledge the critical importance of working closely together. However, despite this recognition, only half of the respondents stated that their goals are fully aligned.

Furthermore, the study found that less than a third of sales and marketing teams consistently collaborate to nurture leads, indicating a missed opportunity for efficiency in the sales process. Alarmingly, just 10.6% of businesses incorporate "smarketing" practices as part of their lead nurturing process, highlighting a widespread untapped potential of integrated sales and marketing strategies.

Additional key findings from the survey include:

• Over a third of businesses (37.5%) report an Account-Based Marketing (ABM) adoption rate, showcasing a growing trend towards personalised marketing approaches.
• Alarmingly, nearly a third of businesses don’t actively track the success of their marketing efforts in converting leads into closed sales (29%), overlooking valuable insights for optimising their sales funnel.
• Less than a quarter of sales professionals feel fully supported by their marketing teams in achieving their targets, indicating a significant disconnect between the two departments.
• Similarly, less than a third of salespeople express satisfaction with the quality of leads provided by their marketing counterparts, with well over half of marketers rating the leads they hand over as only "adequate."

Commenting on the findings, KAYBE’s CEO Kris Britton stated: "These results underscore the urgent need for improved alignment and collaboration between sales and marketing teams. While the importance of synergy between these departments is widely recognised, our survey reveals a significant gap between perception and reality. Addressing this disparity is crucial for businesses seeking to optimise their sales processes and drive sustainable growth.

Only by breaking down these silos and fostering collaboration will businesses be able to unlock new opportunities for growth and innovation.”

As a multi-award-winning marketing agency, KAYBE is committed to helping organisations, supporting their marketing efforts by not only driving successful campaigns, but also by bridging the gap between sales and marketing through innovative solutions and strategic guidance. For more information on the survey findings, or to learn how KAYBE can support your sales and marketing efforts, visit https://kaybe.co.uk/?

ENDS

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About Kris Britton: Photos and bio can be found here: https://marketing.kaybe.co.uk/kris-britton/#reference?

About KAYBE:

KAYBE is a multi-award-winning digital marketing agency, specialising in account based marketing (ABM), lead generation, web design, and content marketing. We have more than 16 years’ experience in international marketing across 7 industries.?

KAYBE is powered by a team of passionate people, who are each experts in their field. Our? MegaMarketers, who craft impactful campaigns and build high-performing, powerful websites are? obsessed with delivering incredible results for our clients.

KAYBE can help you grow your business, drive lead generation, and help you attract new customers. We are KAYBE, a business built on the foundations of great people, who make us more than ‘just‘ an agency.

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More information about the report:

https://marketing.kaybe.co.uk/lp/sales-marketing-report/