How does sales rate alignment with marketing?
In a year that meant many of us were working away from our own team, let alone colleagues in other departments, it was promising to see that 84.5% of those we spoke with gave a positive response towards the alignment of sales and marketing.
This could be due in part to the rise of Account Based Marketing (ABM) and the COVID-19 pandemic itself, which has forced companies to break away from the traditional separation of the two teams.
If 2020 saw the rise of ABM, 2021 is the year in which it will become mainstream. We would also expect to see that in 2021 more companies will feel confident in reporting that their sales and marketing departments are fully aligned. 15.5% of respondents felt that alignment with their marketing teams was poor; this gives us an indication that a challenge that was often overlooked is now a key concern for many businesses.
For our 54% of respondents who noted that alignment with marketing was “good - but could be improved”, the biggest challenge will be ensuring that the good work that was put in to collaborating in 2020 is built on in 2021.
