B2B Message Creation Roles, October 2012 [CHART]

Just one-third of business-to-business (B2B) companies report involving field sales representatives in messaging and tool creation, according to October 2012 findings from Corporate Visions. Marketing management personnel (75%) are the most likely to be involved, followed by product managers and sales management (60%) and marketing associates (54%), while C-level executives (27%) mostly stay uninvolved.

The researchers conclude that this signals a lack of collaboration between sales and marketing teams and a lost opportunity. Field sales representatives – who are infrequently involved in the creation process – are also responsible for last-mile message delivery to customers, and therefore have first-hand knowledge of what resonates and what sells. Read the rest at MarketingCharts.