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Study: 70% Of B2B Marketers Want More Discussions With Sales About Lead Quality, Messaging

Study: 70% Of B2B Marketers Want More Discussions With Sales About Lead Quality, Messaging

Recent research from sales email tracking platform ToutApp shows that 70% of B2B marketers want more meetings with their sales teams to discuss lead quality, messaging and competitive analysis.

The study analyzes the responses of over 300 B2B marketers to questions pertaining to communication between marketing and sales teams. While 89% of marketers would describe these meetings as “effective,” a little more than half (51%) cite them as “moderately effective” versus 39% who claim they are “very effective.” This highlights a continued need for improvement for communications between both teams.

The report also shows that marketers hope to discuss a variety of topics in these meetings:

  • Lead quality and conversion to sales (46%);
  • Sales messaging and delivery (40%);
  • Problems leads say that they’re facing in sales conversations: (32%); and
  • Competitive companies that come up in sales calls: (27%).

“Research shows that organizations with aligned teams, where marketing and sales communicate frequently, experience higher year-over-year growth in annual revenue,” said Tawheed Kader, CEO and Founder of ToutApp. “Marketers and sales need to step outside of their siloes and come together to drive greater value for their organizations. Our data finds that the desire is clearly there, but the organizations themselves need to take advantage and implement a regular meeting system across teams.”

Click here to read more about the study.