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BtoB

CMO Council study finds companies lag in aligning marketing and sales

Published on .

Palo Alto, Calif.—The majority of marketers lag in their ability to closely align sales and marketing, according to a new study by the Chief Marketing Officer Council.

According to an online survey of 506 sales and marketing professionals, 55% of respondents said their companies have not yet implemented formal programs, systems or processes for unifying sales and marketing functions.

Fewer than 20% of respondents said their sales and marketing organizations are extremely collaborative, while more than half said the two groups had intermittent relations and interactions.

Also, about half of respondents said they had trouble finding customer account data, did not have enough information or had none at all.

The survey was conducted by the CMO Council and the Coalition to Leverage and Optimize Sales Effectiveness (CLOSE).

—Kate Maddox

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