Demand Gen Report

Sales and marketing go together like oil and vinegar — or like cats and dogs.

But no matter what metaphor you choose, there’s an undeniable disconnect between the two departments. In fact, 90% of sales and marketing professionals report misalignment across strategy, processes, content and culture, while an additional 60% agree this misalignment directly hurts their company’s financial performance.

Whether it’s due to different measurement metrics or a lack of communication, these disjointed teams are ultimately providing customers with differing messages, which results in confusion, lost deals and a bad reputation.

In fact, 67% of B2B buyers say inconsistent messaging is one of their top reasons for disliking a vendor.

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Throughout this special report, we’ll examine the current state of marketing and sales misalignment with a focus on the actionable steps leaders can take to unify these two departments. Specifically, this report will uncover:

• An in-depth examination of the root causes of misalignment to understand and address the source of the disconnect;
• How to create shared buyer personas and establish mutual goals and KPIs;
• The tools, technologies and strategies needed to streamline lead qualification and increase hand-off efficiency;
• How to foster an environment of open collaboration and communication that creates a culture of accountability; and
• How to refine content processes to ensure consistent messaging across all marketing materials and subsequent sales conversations.