While average-performing companies achieve 2.89 wins per 1,000 initial inquires, best-in-class companies average 14.23 sales per inquiry, Jaros said.
“This is real money, and signals a significantly better relation between sales and marketing,” he said. “Best-in-class companies are doing targeting and segmenting better, their messages and offers are better, their teleprospecting is good and sales trusts what they're getting from marketing and are willing to spend time working it.”
Echoing both Kronos and F5, SiriusDecisions executives stressed that sales must be “pulled into the fold” by marketing. “It's not a question of adding systems to fix sales and marketing alignment but rather a challenge of leadership,” said John Neeson, SiriusDecisions' managing director. “It's about two leaders—the heads of marketing and sales—fixing things together.”
For sales-marketing initiatives to be effective, Neeson added, both functions need C-suite buy-in.
“CFOs must begin to think about marketing not so much as an expense but rather as an investment,” Neeson said.