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Is 100% alignment between B2B sales and marketing teams truly possible?
There’s many reasons why greater alignment between the sales and marketing team can improve business outcomes. But how far should these go? And how can B2B marketers find the right balance?
The average marketing and sales targeting overlap in B2B companies is just 16%, according to figures released recently by LinkedIn. It’s a number that should give B2B marketers pause for thought.
The concept of alignment between sales and marketing departments’ targets is relatively straightforward. If the targeted audiences of a company’s marketing and sales departments were represented by two circles, the overlapping portion would indicate the level of alignment.
