The main problems between marketing and sales and how to solve them
Posted: Tue Jan 21, 2025 4:36 am
When Marketing and Sales teams operate separately, problems start to arise. Check out how you can avoid them in your company.
The report “The State of Marketing and Sales Alignment 2022”, developed by Ascend2 in partnership with SharpSpring, investigates how to overcome misalignment between these teams.
To this end, 150 marketing professionals and 179 sales professionals working in the B2B sector were interviewed. The goal was to map the main complaints of one team in relation to another in order to define the best path for team alignment. Here's what was discovered:
Lead Quality is the Point of Greatest Impact
According to sales professionals, the main misalignment between teams is related to the quality of leads, as 43% of them believe that marketing professionals forward the wrong leads.
These professionals say their biggest concern for the coming ukraine whatsapp data year is that marketing efforts will be able to increase the qualification of leads. Among marketers, however, the concern revolves around generating more leads.
Poor tool performance
The second point of concern among sales professionals is the poor performance of the tools and systems used. 32% of professionals believe that their current tools or systems cause misalignments between teams. This concern also affects 33% of marketing professionals.
Other data from the study states that organizations that use tightly or fully integrated marketing and sales tools are able to deliver better customer experiences than those that report having only partially or not at all integrated systems.
By using CRM software, you can make improvements to your sales processes and customer service, align the integration between your Marketing and Sales teams, and have greater control over your task flow. Find out how CRM can help your company sell more.
The problem of data inaccuracy
Marketers are increasingly concerned about data quality, after all, with the discontinuation of third-party cookies, first-party data has become the main source of information.
From these professionals' point of view, the biggest complaint about the Sales team is the delivery of sufficient and quality data, according to one in every four professionals.
It is worth noting that Sales professionals are also dissatisfied with the quality or accuracy of data, according to 25% of respondents.
Additionally, 38% of marketing professionals believe that the Sales team’s efforts to follow up on leads are not sufficient.
Changes for collaboration
Both Marketing and Sales professionals are aware that when their goals are misaligned, the company delivers an unpleasant experience to the consumer, as 41% of them consider this the main reason, followed by complex processes (36%) and frustration between departments (29%).
The report noted that the key to solving these problems lies in communication. Only 12% of respondents say their marketing and sales tools are fully integrated.
An interesting point is that, among them, 82% present an above-average or excellent customer experience. In other words, more integration generates better experiences.
The report also highlights the key benefits of an aligned strategy, with a focus on more leads converting to customers (46%). This is closely linked to the 53% of respondents who recognized a lack of alignment as the main reason why leads fail to convert.
Main changes
Marketing and Sales have observed the main barriers to creating effective collaboration between them. For them, in addition to communication, it is important to observe the differences between each team's definitions of success and define together the best KPIs to monitor.
For leaders, it is also important to note common points of complaint among teams. Both Sales and Marketing professionals are concerned about the lack of collaboration between teams and insufficient data.
The report “The State of Marketing and Sales Alignment 2022”, developed by Ascend2 in partnership with SharpSpring, investigates how to overcome misalignment between these teams.
To this end, 150 marketing professionals and 179 sales professionals working in the B2B sector were interviewed. The goal was to map the main complaints of one team in relation to another in order to define the best path for team alignment. Here's what was discovered:
Lead Quality is the Point of Greatest Impact
According to sales professionals, the main misalignment between teams is related to the quality of leads, as 43% of them believe that marketing professionals forward the wrong leads.
These professionals say their biggest concern for the coming ukraine whatsapp data year is that marketing efforts will be able to increase the qualification of leads. Among marketers, however, the concern revolves around generating more leads.
Poor tool performance
The second point of concern among sales professionals is the poor performance of the tools and systems used. 32% of professionals believe that their current tools or systems cause misalignments between teams. This concern also affects 33% of marketing professionals.
Other data from the study states that organizations that use tightly or fully integrated marketing and sales tools are able to deliver better customer experiences than those that report having only partially or not at all integrated systems.
By using CRM software, you can make improvements to your sales processes and customer service, align the integration between your Marketing and Sales teams, and have greater control over your task flow. Find out how CRM can help your company sell more.
The problem of data inaccuracy
Marketers are increasingly concerned about data quality, after all, with the discontinuation of third-party cookies, first-party data has become the main source of information.
From these professionals' point of view, the biggest complaint about the Sales team is the delivery of sufficient and quality data, according to one in every four professionals.
It is worth noting that Sales professionals are also dissatisfied with the quality or accuracy of data, according to 25% of respondents.
Additionally, 38% of marketing professionals believe that the Sales team’s efforts to follow up on leads are not sufficient.
Changes for collaboration
Both Marketing and Sales professionals are aware that when their goals are misaligned, the company delivers an unpleasant experience to the consumer, as 41% of them consider this the main reason, followed by complex processes (36%) and frustration between departments (29%).
The report noted that the key to solving these problems lies in communication. Only 12% of respondents say their marketing and sales tools are fully integrated.
An interesting point is that, among them, 82% present an above-average or excellent customer experience. In other words, more integration generates better experiences.
The report also highlights the key benefits of an aligned strategy, with a focus on more leads converting to customers (46%). This is closely linked to the 53% of respondents who recognized a lack of alignment as the main reason why leads fail to convert.
Main changes
Marketing and Sales have observed the main barriers to creating effective collaboration between them. For them, in addition to communication, it is important to observe the differences between each team's definitions of success and define together the best KPIs to monitor.
For leaders, it is also important to note common points of complaint among teams. Both Sales and Marketing professionals are concerned about the lack of collaboration between teams and insufficient data.