US B2B executives think marketing and sales should have a common success metric

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 06, 2022, 12:20 PM UTC

Mperative surveyed over 500 marketing, sales, finance, revenue operations and C-suite executives.

Most B2B executives are unable to establish a solid link between marketing and revenue, as 85.3% of go-to-market teams are unable to consistently map marketing spend value to revenue. Moreover, data silos and outdated tools like spreadsheets obstruct marketing and revenue alignment.

Spreadsheets are still used by 73.5% of executives to align marketing objectives. The separate use of marketing metrics is the reason why their company is unable to develop a clear “cause and effect relationship” between marketing and revenue, as per 31% of execs.

While 88.8% feel marketing and sales should be aligned on shared success metrics, 76.6% believe quality sales opportunities can be found in a better way. Despite 80.6% of executives using lead-centric marketing techniques, 74.9% believe marketing should adopt an opportunity-centric approach.

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