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CMO council report examines sales effectiveness

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New York—A joint report by the CMO Council and the Business Performance Management Forum found that companies could boost their bottom lines if their sales and marketing departments worked together more efficiently.

According to the online survey of approximately 800 senior marketing and C-level executives, 38% of respondents said they could boost incremental revenue by more than 20% if their company’s new business development practices were more effective.

Only 7% of respondents said their sales and marketing departments work together effectively to harvest business prospects.

Also, according to the report, 71% of respondents said fewer than 20% of potential deals actually get closed.

—Kate Maddox

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