Situation

1. Marketing at B2B firms is not seen as a core driver of business 2. Sales teams lack the content, data, and insights to close deals 3. Providing better insights that help with selling will boost marketing’s position

SITUATION 1

Marketing At B2B Firms Is Not Seen As A Core Driver Of Business

B2B marketers are under pressure to prove they drive business in a predictable, data-driven manner. Our study shows that most marketers believe they play a central role in driving business; not as many in sales agree.
The latter are:

21% less likely than marketers to say that marketing is the key driver of business growth.
21% less likely to say that the marketing organization generates predictable and measurable buyer acquisition.
14% less likely to believe that marketing leadership plays a central role in steering the direction of the business.

Our study revealed that this difference in opinion is driven by the disconnect between marketing’s views on the most useful content and insights and what sales teams need to close business.

Base: 214 B20 marketing and sales decision makers in the UK and USA who are knowledgeable about or responsible for their firms' content needs and strategies
Source: A commissioned study conducted by Forrester Consulting on behalf of Turtl

SITUATION 2

Sales Teams Lack The Content, Data, And Insights To Close Deals

Most sales leaders acknowledged that marketing provides outcomes, data, and insights that help them make progress in the early and middle stages of the buyer journey, particularly with qualifying and nurturing leads (71%).

However, when it comes to the critical last stage of closing the sale, more than half of sales leaders said that marketing rarely provides content and insights that help them move ahead. Forty percent said the same about handling objections and questions.

While marketing-provided content and insights move the needle in earlier stages of the buyer journey, sales teams report they are less helpful for closing business.

Base: 70 B2B sales decision makers in the UK and US who are knowledgeable about or responsible for their firms’ content needs and strategies
Source: A commissioned study conducted by Forrester Consulting on behalf of Turtl

SITUATION 3

Providing Better Insights That Help With Selling Will Boost Marketing’s Position

Both marketing and sales leaders agree that providing sales teams with better insights to qualify sales, identify cross-sales, and understand buyer motivations are the top factors that will help improve marketing’s position in the business today.

Although mostly aligned, there were some notable differences. Marketers were more likely to highlight their work on optimizing messaging and positioning the brand (46%, compared to 37% of sales). Sales leaders, as expected, remained focused on end results. They were more likely to note that closing business with buyers and prospects is a key factor (34% compared to 28% of marketers).

Regardless, all agree that providing content, data, and insights to understand buyers and support the sales process will improve marketing’s standing in the business. So what is stopping this?

Base: 214 B2B marketing and sales decision makers in the UK and US who are knowledgeable about or responsible for their firms’ content needs and strategies
Source: A commissioned study conducted by Forrester Consulting on behalf of Turtl