This digital era is seeing B2B marketers’ sales alignment across businesses to meet the evolving market challenges.
B2B marketers are working actively than ever to generate a return-on-investment; however, they still face numerous challenges amid the evolving consumer preferences in this unprecedented time.
A recent Fortella study shows that B2B marketers confront various complications as they seek to achieve their revenue goals as well as marketing objectives.
According to the statistic from the “State of B2B Marketing 2021” report, budget and resources (about 64%) top the list of prime marketing challenges. Businesses are stacked against as marketers attempt to establish an ROI.
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The other aspects are tracking or measurement (46%), quality of data (42%), and talent or (36%). In fact, sales and marketing alignment (with almost 33%) have also made to the list – this is a significant area that businesses have been attempting to improve upon for the past several years.
It is no secret that digitization has long been a crucial element for sales teams’ success. Given the current market scenario, only a part of digital marketers can successfully collaborate with sales – in order to deliver the right content at the right time for converting leads.
This was valid even before the disruptive technologies made digital transformation a widespread wide imperative. Certainly, in the face of the global pandemic, digital selling is more important than never before.
Another research study from Altimeter indicates that nearly 47% of the top-performing B2B marketers have said the same. Only 36% of B2B marketers noted that sales, marketing, and service teams efficiently perform together to provide the sellers with real-time data intelligence upon the prospect activity.
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This is applicable for finding cross-functional alignment in order to achieve a seamless customer experience – that is made possible through leadership alignment and many other business factors. As companies build digital excellence, limitations between sales and marketing teams are likely to blur.
Indeed, as sales become more data-analytics and digital-focused, it will invade what current marketing’s territory is. Many brands plan to move inside sales into marketing, and as a result, sales taking a more decisive role while lead prospecting. This will diminish the value of a marketing-centric lead.
As mentioned in the “State of Digital Selling” report from Altimeter, “The global COVID-19 pandemic has accelerated the adoption of digital selling, and we found top performers were using digital tools to outperform less digitally mature sales organizations. While the pandemic has added focus to transform sales digitally, it has also laid bare the challenges businesses face as they transition.”
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