Another report on sales and marketing alignment?
Drawing on new interviews with senior marketing leaders, this report explores three initiatives to enhance collaboration across go-to-market teams
While sales and marketing alignment has improved, B2B companies still struggle to achieve full collaboration in today's dramatically different go-to-market environment.
Since Covid, the need for unified teams has intensified due to:
Digital, social, and business transformation reshaping markets, partners, and competition
Cautious buyers demanding personalized, multichannel experiences with credible assurance of value
Remote and hybrid work complicating operations
AI transforming buyer-provider interactions
In this context, companies can no longer afford siloed approaches or outdated "sales support" models where marketing is deferential to sales. Instead, both teams must collaborate and contribute equally at every stage.
As one CMO put it: “Marketing is quite often subservient to sales and that’s part of the problem. We’re constantly asking ‘what do you want’ instead of leading with our own insight and working as equal partners.”
This report offers a fresh perspective on this challenge, particularly for large enterprises, addressing multiple levels: organizational design, leadership and planning, formal operations, and daily interactions.
Drawing on new interviews with senior marketing leaders and our proprietary research, it emphasizes three initiatives to enhance collaboration and impact:
Strengthening organizational alignment: Objectives, planning, and metrics
Streamlining process integration: Client-centricity, infrastructure, and enablement
Building a collaborative culture: Team building, incentives, and communities of practice
By focusing on these areas, companies can broaden and deepen sales and marketing collaboration and accelerate market impact.
Rob Leavitt Partner, Momentum ITSMA
Organizational design
Leadership and strategy
Formal operations
Daily interactions
Educating sales on the process and value of ABM
Aligning the wider business to ABM strategy, priorities, and processes
Other
