MARKETING NEWS: Lack of alignment undermining sales and marketing

Only 20 per cent of marketers feel their marketing and sales teams are fully aligned, according to new research from The Channel Partnership.

The research, which garnered the opinion of 1000 marketing professionals, also revealed that 10 per cent of respondents believed their organisations had no alignment whatsoever.

Phil Brown, director at The Channel Partnership says: “Disconnects between sales and marketing teams can fundamentally undermine the go-to-market efforts of any B2B organisation. Clearly, the survey shows that there are big issues with planning and collaboration that need be addressed.

“Companies need to be building integrated go-to-market plans, which are jointly developed and owned by sales and marketing, to ensure that everyone is working to a common set of objectives and targets, and that everybody understands each other’s role and value.”

The full report can be downloaded on The Channel Partnership website.