Only 29% of marketers are very confident in their current sales and marketing model/alignment, according to a study by the CMO Council in partnership with KPMG, as reported by Marketing Charts. Only a minority say that marketing and sales jointly own and implement customer strategy (39%).
While there appears to be room for improvement in marketing and sales alignment, respondents do indicate that each team is getting involved in the other’s strategic considerations. For example, when it comes to customer segmentation and targeting by marketing, 63% of respondents said that sales takes an active involvement. Marketing is most actively involved in the sales activities of sales enablement (61%) and upselling and cross-selling (61%). Half (50%) report that marketing teams are involved in sales strategy and planning, while close to half say marketing takes a role in account planning (47%) and opportunity management (47%).
Read more about this study at Marketing Charts: https://www.marketingcharts.com/business-of-marketing/internal-collaboration-229363?
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