According to GartnerSales research, sales organizations that prioritize alignment with marketing are more likely to exceed new customer acquisition targets. Learn more in this new article by Adweek's StephenLepitak:
, told Adweek that silos within rapidly expanding businesses are natural as priorities shift rapidly. Regardless, he added, “In a media-led business that relies on both human and digital channels, we have found it critical to maintain a close partnership with our marketing functions to ensure we take advantage of every opportunity.”
Another Gartner survey conducted at the same time, involving 771 b-to-b buyers, found that three-quarters of them preferred an experience that did not involve a company representative. However, those who bought using digital channels exclusively were more likely to regret their purchases. But those who worked with a sale representative were also found to be less likely to complete a high-quality deal, too., for example, have recognized the need for “clear alignment” between sales and marketing within a fast-moving environment, said Rak Patel, the streaming platform’s head of EMEA sales.
“It is absolutely critical for sales leaders such as myself to encourage and drive internal strategy alignment between our sales and b-to-b marketing teams. We have to row together in order to deliver on our revenue targets; silos simply do not work, Patel said. “This is just as important within the sales organization itself, especially as a platform like Spotify that is servicing clients in 184 markets,” Patel continued. “I find the biggest challenge and biggest reward is in striking a balance between building a successful regional plan while staying flexible for local nuances.”
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