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Strategy
B2B marketing leaders from similar-sized firms, including Telstra Wholesale and Konica Minolta, joined us for the Green Hat B2B Breakfast this morning.
Green Hat CEO Andrew Haussegger chaired an interesting discussion about sales and marketing alignment, and account-based marketing.
Key challenges discussed included effective data management, engaging internal teams, CRM platforms, shared goals and KPIs, and integrated reporting.
Research shows there is a revenue growth opportunity for companies who effectively integrate their sales and marketing teams.Our B2B Marketing Research (BMR) Report found that, while 58% of marketers said sales and marketing integration was a significant priority, only 34% accurately measured sales acceptance and follow-up of leads.
We conducted a quick survey at the breakfast to delve into this topic and participants shared their thoughts:
- 38% said they have a mutually agreed definition of an MQL (Marketing-Qualified Lead)
- 38% said more than 80% of leads passed from marketing to sales are followed up
- 75% said their marketing and sales teams do not have shared goals for revenue growth
The findings in this article refer to the 2017 BMR Report. For the latest B2B research, download your complimentary copy of the B2B Marketing Research Report.
