The study, from IDC’s new Customer Experience Research practice, found that 100% of IT sales and marketing professionals agreed that alignment of marketing content and sales approach with the needs of customers is “very important.”
However, IT sales and marketing professionals ranked their current alignment of marketing content and sales approach with customer buy cycles at 66%.
Respondents said alignment is weakest in the awareness and consideration phases of the buy cycle, creating significant lost revenue opportunities.
“Not only do business-to-business tech marketers have blind spots when it comes to their prospects and customers, but changing buying team dynamics and the infusion of new marketing vehicles—such as blogs and podcasting—further complicate their understanding of how buyers are and will be influenced," said Rich Vancil, VP-CMO Advisory Service at IDC.
The new practice is led by Robert Johnson, VP-customer experience research at IDC.