Some 92% of business leaders believe sales and marketing teams should work together more closely, according to a survey commissioned by Huthwaite International.
The research also found 64% of those decision-makers agreed the two functions could be more aligned. Of the 725 leaders surveyed by YouGov, 71% believed digitisation is driving the need for integration between the two functions.
Tony Hughes, CEO at Huthwaite International, said: “It’s nothing new to note this relationship has been strained in the past, but this research really underlines how important it is to address this, with the overwhelming majority of business leaders recognising the importance of a close relationship and an increasingly digital landscape blurring responsibilities.”
The main benefits of increased collaboration as voted for by participants were also revealed: 52% of leaders thought clients and prospects could receive a more consistent message, while half believed improved information sharing would generate more new customers. But 30% of business leaders said co-operation could lead to difficulties understanding each team’s roles and 29% felt a lack of strategy would lead to major problems.
“Businesses clearly recognise the real benefits a closer partnership can deliver, whether that’s consistent messaging to clients and prospects, or the sharing of information that helps win new clients – there must now be a commensurate drive to define sales and marketing roles clearly and put a strategy in place to establish a more effective relationship between the teams,” added Hughes.
“It’s time for sales and marketing to come together and work as real partners. Working together to co-create will be hugely effective when it comes to closing more business, driving more revenue and growing their organisations more quickly.”
