B2B Marketers & Sales Partnerships, January 2014 [CHART]
Only 8% of B2B marketers responding to a survey conducted by Econsultancy and Sparks Grove say they work in an organization where marketing drives much or all of the revenue and leads growth and lead generation strategies. By contrast, 34% come from organizations which are sales-led, where they play a more supportive role to sales and have less of a say in growth strategy and product direction. Accordingly, these marketers tend to perceive less respect for their work from different departments within the organization.
The study segmented respondents into 4 broad categories. Aside from those coming from “marketing-led” and “sales-led” organizations, 30% are from organizations which are deemed to have “false [sales and marketing] partnerships” (marketing has a minor role in lead generation strategy and limited control over customer experience and product development), while 28% are from organizations with “true partnerships” (marketing has a significant role in lead generation, customer experience, and product development). Read the rest at MarketingCharts.