Marketers and salespeople failing to work together, report asserts

Marketers and salespeople failing to work together, report asserts Liz Morrell is a freelance business journalist and content creator with more than 20 years writing experience, including 15 in retail and associated sectors. She is a regular contributor to MarketingTech but also covers a number of other industries in her freelance capacity. Contact her via LinkedIn or at


Marketers and sales people aren’t working closely enough together in organisations to maximise the opportunities of their marketing, a new study shows.

In a survey of more than 200 marketing leaders across a number of industry sectors in North America in the second quarter of 2015 it was found that only just over 1 in 5 (21%) of marketers say that they are total partners with their sales and business development counterparts when it comes to developing the strategy and measuring the effectiveness of demand generation programs.

Indeed the survey, which was conducted by the Chief Marketing Officer Council, the Content ROI Center and Netline Corporation, also showed that nearly a quarter (22%) of marketers said that they believed sales teams are too often a road block and detractor and are rarely a contributor to the content marketing value chain.

The study, Lead Flow that Helps you Grow, also found that most companies are struggling to produce the right leadership content that engages the right customer decision makers and produces quality lead flow that can advance sales performance. Only 12% of those surveyed said that they believed they had the right high-performance content marketing engines that are strategically programmed to target the right audiences with relevant and persuasive content. The study also showed that they are not using multiple distribution and syndication channels for maximum reach, impact and return.

Marketers also believe they aren’t working to a proper plan with most viewing their content marketing process as ad hoc, decentralised and driven by internal stakeholder interests, the study claims.

Three quarters of those surveyed said that they viewed the number of downloads or registrations as the most important measure of content marketing success but said nearly half said they were failing to do enough to impact this measure. 48% said they were not developing customised content for target audiences whilst the same amount also admitted to not allocating sufficient budget to creating engaging and authoritative content. 44% said they were failing to produce content that was relevant or meaningful to different audiences whilst 43% admitted a failing to reach the right decision makers across the organisation.

“Generating demand and ensuring the consistent flow of high-quality, actionable leads is paramount to the success of today’s business-to-business marketer,” said Donovan Neale-May, executive director of the CMO Council. “Sales enablement and pipeline performance remain key mandates as organisations look to fine-tune their content marketing practices to be high-performance growth engines.”


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