British companies still missing the link between sales and marketing
Four in ten (40%) of sales and marketing professionals surveyed across the country say their companies have yet to successfully implement formal programmes, systems or processes for unifying sales and marketing functions.
The research, which was unveiled at the launch of the Randstad Sales & Marketing Alignment Report, found that a third (33%) of those polled said their companies have no plans to implement any formal programmes for unifying these two critical functions. Only 8% say they are intending on integrating teams in the future, despite much hard evidence and business rationale for combining the two.
Ruth Jacobs, managing director of Randstad Sales, Marketing and Retail, commented: “British businesses continue to suffer from a seemingly unbridgeable divide between their marketing and sales teams – a gap that undermines the efforts of the crucial corporate functions necessary to generate demand, capture revenue and gain a competitive advantage.
“Management need to be educated about where and how marketing should be supporting both the go-to-market process and every step of the lead generation, qualification, and closing cycle.”
While 80% of organisations recognise the benefits of better interconnectivity across these key demand-generating functions, they are being thwarted by: organisational structures (cited in 34% of responses) corporate culture-biases about sales and marketing roles (26%) siloed operations (11%) insufficient support from management (18%) and ineffective reporting (11%).