Survey: 84% of Sales and Marketing Teams Are Misaligned

The majority of sales teams (84%) are misaligned, according to Callidus Software Inc.’s Sales and Marketing Sentiment Survey.

The survey asked sales and marketing professionals about their processes and tools, as well as their satisfaction and their current solutions.

 Among the findings:

• 16% of all respondents said their sales and marketing organizations were fully aligned;
• 63% of survey participants don't fully share data between sales and marketing;
• One out of three respondents said that less than a quarter of their sales and marketing processes were automated;
• Almost half (41%) of sales and marketing reps said separate applications are used for sales and marketing;
• More marketers are dissatisfied with their current technology solutions (34%) than sales professionals (24%);
• Roughly a quarter of all respondents said that sales and marketing technology had been adopted by fewer than half of their team members; and
• 42% of marketers responded that they were either "satisfied" or "very satisfied" with their peers in sales, while only 35% of sales respondents felt the same about marketing.

 

“The fact that so many of the survey respondents are using separate applications for sales and marketing points to the need for integrated, streamlined technology," said Giles House, CMO and SVP of CallidusCloud. "While sales professionals and marketers are both data-driven, the implementation of integrated solutions encouraging transparency between departments is a simple step toward alignment.”

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