Demand generation helps drive leads and increases conversion rates, but companies are still struggling to master this. According to an October 2014 study by Corporate Visions, just 10.5% of business-to-business (B2B) marketing and sales professionals worldwide said their demand generation and sales training teams were completely coordinated—less than those who were uncoordinated (15.4%). Other responses suggested there was a light at the end of the tunnel for the remaining respondents: 74.1% were somewhat coordinated or coordinated.
This lack of coordination comes as somewhat of a surprise, according to Corporate Visions, as 40.2% of demand generation and sales teams noted that alignment led to better lead conversion and closed deals. And nearly one-quarter of respondents said a lack of coordination hurt both of those.
Even worse, more than one-fifth couldn’t even measure alignment—which makes sense given that analytics and metrics were where companies were least aligned. Just 31.8% of respondents said they were coordinated in this area, compared with 55.8% who said they were successful at aligning conversion strategy and 47% who said the same for go-to-market plans. Read the rest at eMarketer.