Marketing more influential than sales, says LinkedIn
Marketing has 30 per cent more sway than sales in a typical buying decision, according to a LinkedIn study.
The research set out to determine which departments wield the most influence over B2B buyers across a number of different sectors.
And in the marketing and advertising industry, the marketing department was undisputedly the most influential.
The increasing disparity between the sway of marketing and sales is the most striking takeaway from this report, with business development also trumping sales in terms of influence.
The digital age has meant marketing is better placed than ever to influence purchase decisions, with the archaic reliance on sales to exclusively generate revenue a thing of the past.