Entirely Marketing

NORTHWEST MARKETING NEWS

Thursday May 30 2019


Only one in four B2B marketing strategies are aligned with sales


Research shows age old issue of lack of integration between sales and marketing continues



Only one in four B2B marketing strategies are aligned with sales

A disconnect between marketing and sales continues to hold back the effectiveness of B2B marketing budgets according to a new study by Skout.

Only 40% of the 100 senior B2B marketing professionals surveyed, have managed to align their marketing plans with the company’s sales strategy and targets. And even less, 27%, claim to have done so successfully.

What’s more, content marketing strategies often fail to excite sales teams. 56% of marketers surveyed believe that sales don’t value the content they create at all, suggesting this content is often not used to help nurture and close deals.

Despite this view some teams are better aligned. At 54% over half of the marketers surveyed believe that they have a good relationship with the sales team and 28% claim that sales wants them to produce even more content. However, 27% admitted that they don’t think sales fully understands the impact of marketing.

The research commissioned by Skout, a B2B communications agency, examines the main challenges facing senior marketing decision makers in the UK.

Commenting on the survey findings, Rob Skinner, managing director at Skout said: “Marketing and sales own two sides of the same process – attracting and generating new business – so its imperative that they work effectively together to this common goal. It’s great to see that over half of sales and marketing teams now have healthy working relationships but it’s disappointing that almost three quarters still believe that their attempts at aligning the plans with sales strategies aren’t working.”

In addition to supporting the needs of the sales team, the survey also showed a couple of other planning and strategy challenges that marketers are currently grappling with. For 37%, it’s understanding which digital advertising channels they should use, while for 35% their key challenge is delivering a plan on a limited budget.

Skinner continues: “In today’s competitive marketplace, the onus is on marketing to work with sales to better understand customer challenges and purchasing decision making behaviours. The growing trend of Account Based Marketing (ABM), where B2B marketing activity is focused specifically on the needs and behaviours of individual target customers, makes this relationship even more critical.

“Buyers are hungry for content that helps them make informed decisions about whether a product or solution is right for their business. Prospects begin their research into the products or services they want to purchase early in buying cycle. It is therefore essential that marketing content, whether digital or physical, is an integral part of that sales journey.

 “When marketing and sales align their plans we see a significant improvement in lead generation and marketing able to prove RIO.”



"In todays competitive marketplace, the onus is on marketing to work with sales to better understand customer challenges and purchasing decision making behaviours. "
Rob Skinner, managing director at Skout








DISCLAIMER: The statements, opinions, views and advice expressed in this article are those of the author/organisation and not of ENTIRELY. This article should represent information correct at the time of publication however whilst every care has been taken to present up-to-date and accurate information, we cannot guarantee that inaccuracies will not occur. ENTIRELY will not be held responsible for any claim, loss, damage or inconvenience caused as a result of any information within this article or any information accessed through this site. The content of any organisations websites which you link to from ENTIRELY are entirely out of the control of ENTIRELY, and you proceed at your own risk. These links are provided purely for your convenience and do not imply any endorsement of or association with any products, services, content, information or materials offered by or accessible to you at the organisations site.






Discover the best Industry News & Opinion on Entirely















Manchester Metropolitan University

Business School


Manchester Metropolitan University MMUs Business School, part of the Faculty of Business and Law, is one of the UKs top Business Schools which offers high quality taught responsible management and business courses with professional accreditation and transformational applied research. At Manchester Met, our MBA programme will teach you all the skills you need to move to the next level of your business career. Our engaging course can be tailored to suit your goals with a choice of modules.






Red Cow Media

SEO Manchester


Red Cow Media are an award winning digital marketing agency based in the heart of Manchester. We specialise in SEO, PPC, Social Media, Retargeting and many other aspects of digital.






Buffalo7

PowerPoint Presentation Design Agency


We create stunning presentations that are dynamic and interactive, while remaining editable and easy to use.When it comes to PowerPoint, we've seen it all and created the best of it. If you can dream it, our creative team can design and develop it or even hack PowerPoint to make it happen.Were a PowerPoint design agency and presentations are our one and only passion whatever solution you need, weve got you covered.






Buffalo7

PowerPoint Presentation Design Agency


We create stunning presentations that are dynamic and interactive, while remaining editable and easy to use.When it comes to PowerPoint, weve seen it all and created the best of it. If you can dream it, our creative team can design and develop it or even hack PowerPoint to make it happen.Were a PowerPoint design agency and presentations are our one and only passion whatever you need, weve got you covered.






Red Russian PR


Red Russian PR is a media relations company incorporating innovative and dynamic marketing strategies for an eclectic mix of highly creative individuals and companies. Our objective is to elevate company profiles to specific consumer demographics to create exposure and awareness through relevant media channels.






RECOMMENDED FOR YOU ON ENTIRELY NORTH WEST






























Heated Tobacco Launches In Manchester


Manchester has become the first city outside London to see the launch of IQOS Heated Tobacco technology. Two new IQOS stores have opened in St Anns Square and Princess Street, with heated tobacco sticks called HEETS now available in 50 retailers across the city