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Use the RACE Growth System to develop your digital strategies, improve process
efficiency and stay relevant with the latest digital marketing techniques including AI
See what's includedFor a working, thriving business you need a working and thriving team. If your teams aren't happy and working together, it's going to lead to a very disjointed business. Both teams need to work in sync to run smoothly and reach business goals.
Only 22% of respondents believe their company's Sales and Marketing relationship is 'tightly aligned' and have a service level agreement (SLA) in place, whilst almost half (44%) say they are generally aligned.
It is interesting to note that when this question is dived into seniority, C-level staff (including CEO, CMO) show a higher confidence in their SLA (31%) than individual contributors to the survey (17%). Only 17% of those surveyed agree that Marketing and Sales are tightly alligned.
Individual contributors also have the highest 'misaligned' score up by 1% at 11% overall. A low percentage (6%) of senior staff (CEO and VP/Director) believe their Marketing and Sales staff are misaligned.
Not only does this research show the potential divide between Marketing and Sales teams, it also indicates the divide in staff by seniority.
If you can't wait until my next Chart of the Day, you can view the full report online.
By Carolanne Mangles
Carolanne Mangles Dig DipM is the Digital Marketing Executive for Click Travel, an award-winning corporate travel booking platform. She is a specialist in B2B SaaS and enjoys planning and optimizing the full customer journey across all digital channels to create brand awareness, great user experience and copy that really sells the benefits of the product. She was previously Digital Marketing Executive for Smart Insights where she was involved with multiple digital channels to manage fully integrated membership campaigns to boost new customer acquisition and current membership retention. She has spoken and given masterclasses at B2B Expo on Search and Content Marketing, holds an IDM award in GDPR and loves a glass of red wine. Connect with her on LinkedIn or follow her on Twitter.
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