In many companies, there is an undetected and unremedied misalignment between marketing and sales. Misalignments such as these result in inefficiencies that cost the company time and revenue. As a result, there is a signifcantly reduced return on investment. Some of the misalignments we’ve seen have also been noted by leading business publications. Here are some facts from these publications:
- 80% of marketing materials are never used by sales 1
- Almost 85% of a company’s brand image is determined by the direct interaction between the sales force and its customers 2
- 40% of companies are focused on more closely aligning sales and marketing in 2010 3
- Salespeople spend – 40% of their time preparing customer-facing deliverables 4
- 85% of the purchase decision is impacted by the direct interaction between the sales force and the customers 5
- US companies invested $800 B in sales organizations in 2009, 3x the amount spent on advertising 6
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Sources: 1 Bain, 2 CMO Council, 3 CSO Insights, 4-5 CMO Council, 6 Building a Winning Sales Force
