Effective alignment between sales and marketing significantly enhances customer retention and sales performance, with organizations reporting up to 208% more revenue from such alignment. However, challenges persist, including high rates of unused content and leads that do not convert, leading to productivity losses estimated at $1 trillion annually. Additionally, a majority of B2B organizations struggle to align their processes and technologies, risking substantial revenue losses and failing to adequately engage potential customers.

1. GOOD
BAD
UGLYTHE
THE
ANDTHE
SALES&MARKETING
ALIGNMENT:

2. tweetthis!
GOOD
THE

3. tweetthis!
ONE
no.
95% of buyers
chose a solution provider that
“provided them with ample content
to help navigate through each
stage of the buying process”
( DemandGen Report )
THEGOOD

4. tweetthis!
TWO
no.
Organizations with tightly aligned sales
and marketing functions enjoyed
36% higher customer
retention rates
and
38% higher sales
win rates
( Marketing Profs )
THEGOOD
SALES
MARKETING
FUNCTION
Tightly
aligned
1STPLACE

5. tweetthis!
THREE
no.
Companies with “dynamic,
adaptable sales and
marketing processes”
reported an average of
10% more sales
people on-quota
compared to other
companies
( CSO Insights )
THEGOOD
SALESPROCESSMKTGPROCESS
10%
MORE
ON-
QUOTA

6. tweetthis!
FOUR
no.
When sales and marketing
teams are in sync,
companies became
67% better at
closing deals
( Marketo )
THEGOOD

7. tweetthis!
FIVE
no.
Companies with
aligned sales and
marketing generated
208% more
revenue
from marketing
( MarketingProfs )
THEGOOD
M
MARKETING

8. tweetthis!
SIX
no.
Alignment of sales and
marketing impacts
revenue growth
up to 3 times
( Bulldog Solutions )
THEGOOD
M

9. tweetthis!
SEVEN
no.
57% of B2B organizations
identify ‘converting
qualified leads into
paying customers’
as a top funnel priority
( MarketingSherpa )
THEGOOD

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BAD
THE

11. tweetthis!
ONE
no.
60-70% of B2B
content created
is never used.
Most cited reason why is
because the topic is irrelevant
to the buyer audience.
( Content Marketing Institute )
THEBAD
IRRELEVANT

12. tweetthis!
TWO
no.
79% of marketing leads
never convert into sales.
Lack of lead nurturing is the common
cause of this poor performance.
( Hubspot )
THEBAD
LEAD

13. tweetthis!
THREE
no.
50% of sales
time is wasted
on unproductive prospecting
( 101 B2B Marketing and
Sales Tips from The B2B Lead )
THEBAD
UNPRODUCTIVE
PROSPECTING

14. tweetthis!
FOUR
no.
Sales reps
ignore 50% of
marketing leads
THEBAD
( 101 B2B Marketing and
Sales Tips from The B2B Lead )
Marketing Leads
I’ll get to
these later

15. tweetthis!
FIVE
no.
Lost sales productivity and
wasted marketing budget
costs companies at
least $1 trillion a year
( 101 B2B Marketing and
Sales Tips from The B2B Lead )
THEBAD

16. tweetthis!
SIX
no.
Only 30% of
CMOs have a
clear process
or program to make
marketing and sales
alignment a priority
THEBAD
( CMO Council )
SALESPROCESSMKTGPROCESS

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UGLY
THE

18. tweetthis!
ONE
no.
By 2020, customers will
manage 85% of their
interaction with the enterprise
without interacting
with a human
( Gartner )
THEUGLY

19. tweetthis!
TWO
no.
75% of buyers
want marketers to
curb the
sales-speak
in their content
THEUGLY
( DemandGen Report )
SALES
SPEAK

20. tweetthis!
THREE
no.
B2B companies’ inability to
align sales and marketing
teams around the right
processes and technologies
has cost them
upwards of 10%
or more of revenue per year, or
$100 million for a billion-dollar
company.
( IDC )
THEUGLY
M

21. tweetthis!
FOUR
no.
57% of the
buyer’s journey
is completed
before the buyer
talks to sales
THEUGLY
( Corporate Executive Board )
Sales Meeting

22. tweetthis!
FIVE
no.
61% of B2B marketers
send all leads directly
to Sales; however,
only 27% of
those leads will
be qualified
(MarketingSherpa )
THEUGLY
LEAD

23. tweetthis!
SIX
no.
Just 56% of B2B
organizations
verify valid
business leads
before they are
passed to Sales
THEUGLY
( MarketingSherpa )
ONLY
56%

24. tweetthis!
SEVEN
no.
A whopping 68%
of B2B organizations
have not
identified
their funnel
(MarketingSherpa )
THEUGLY

25. tweetthis!
Sales and marketing need to pull together
to better serve the customer. Customers
reward sellers who:
• Understand the business
• Offer unique valuable perspectives
• Help to navigate solutions and
avoid mistakes
This should happen before solutions are
presented, so that you can connect your
solutions to the customer’s business
problem. That’s how you establish
credibility.
We’vehelpedcompanieslike winmoredeals.
Connect Solutions to Business Problems
GOOD
BAD
UGLY
THE
THE
THE
SALES&MARKETING
ALIGNMENT:
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