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B2B Marketers Want More Meetings with Sales Teams

Posted on 12.10.2015

The majority of B2B marketers want more meetings with sales teams to improve marketing initiatives according to a recent study from ToutApp.

The study shows that 70 percent of surveyed marketers said they want to meet with their sales teams more frequently to review and discuss strategy. What’s more, 89 percent say that intra-team meetings are effective. This doesn’t mean there isn’t room for improvement, however, as 51 percent rated meetings “moderately effective,” compared to just 39 percent who rated meetings as “very effective.”

“Research shows that organizations with aligned teams, where marketing and sales communicate frequently, experience higher year-over-year growth in annual revenue,” said Tawheed (TK) Kader, CEO and Founder of ToutApp. “Marketers and sales need to step outside of their siloes and come together to drive greater value for their organizations. Our data finds that the desire is clearly there, but the organizations themselves need to take advantage and implement a regular meeting system across teams.”

When it comes to the top challenges preventing marketers from meeting with sales to discuss strategy, 25 percent of respondents cited measuring success differently, followed by 22 percent who said their company doesn’t have a system in place for regular meetings and 16 percent who said that the goals are different for the two teams.

Lastly, the study shed light on what marketers would like to discuss with sales teams the most. According to the results, 46 percent of respondents would like to discuss lead generation quality and conversion, 40 percent want to discuss how messages are received and questions that arise in their delivery, 32 percent would talk about problems leads say that they’re facing in sales conversations and 27 percent would discuss competitive companies that come up in sales calls.

“Even if sales and marketing have different priorities and personalities, they share a common goal – to increase revenue,” said Kader. “For any business, you want to ensure that both halves of the funnel are aligned and aware of each other’s goals. The easiest way to do that is by facilitating consistent communication between the two departments, discussing everything from lead quality to the competitive landscape.”


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