OneGTM insights – explore our thought papers, opinion pieces and articles for insights into the world of go-to-market strategy and execution.
13 December 2012
Lack of shared plans and political infighting undermining sales and marketing success
Just one in five sales and marketing professionals believe that the activities of their respective teams are fully aligned, according to new research from OneGTM, with one in ten believing they are not aligned at all.
The research, carried out in partnership with The Leadership Foundation, questioned 1,000 professionals (half in sales and the other half in marketing) in B2B organisations to understand the dynamics of the sales and marketing relationship. The report, “Sales and Marketing: Best of enemies or sworn friends?” found that although sales and marketing teams both value marketing, tensions, misunderstanding and a lack of communication between the divisions is threatening business success.