Marketing And Sales Functions Collaborate On Only Three Out Of 15 Commercial Activities, Gartner Finds
Destination CRM, Wednesday, June 5th, 2024
Marketing and sales teams typically collaborate on only three out of 15 commercial activities, according to reseaarch that Gartner presented at its Marketing Symposium in Denver.
The Gartner B2B Commercial Strategy Survey found that 80 percent of key commercial activities are missing contributions from marketing or sales and 90 percent of marketing and sales executives report their functional priorities conflict with one another.
"It is clear that marketing and sales leaders' partnership and coordination efforts are in shambles," said Kristina LaRocca-Cerrone, senior director of advisory in the Gartner Marketing Practice. "Dysfunction is rampant, and they face decision-making bottlenecks and numerous roadblocks that lead to collaboration drag and hindered growth.