The future of alignment between sales and marketing in B2B organisations is increasingly uncertain, despite a growing acknowledgment of its significance. Research reveals a notable discrepancy between perceived alignment and actual collaboration.
While many teams report positive experiences of teamwork, trust, and respect, an equal number recount issues such as friction, miscommunication, and lack of cooperation.
Instances of credit-stealing, exclusion, and even slander expose the underlying tensions that jeopardize genuine alignment.
What’s the Reality Behind Sales and Marketing Alignment?
There are three undeniable truths about alignment that sales and marketing leaders must address immediately to avoid an imminent breakdown in the near future.
Truth #1: Sales and Marketing Are Not as Aligned as Leaders Believe
Despite widespread confidence in alignment, the reality is that sales and marketing teams are frequently misaligned. C-suite executives often hold an overly optimistic view of this alignment.
According to Forrester’s Priorities Survey 2024, 82% of C-level B2B business and technology professionals believe their product, sales, and marketing teams are aligned, with 41% even describing them as highly aligned.
However, Forrester’s Q2 2024 Sales and Marketing Alignment Survey presents a different picture: 65% of sales and marketing professionals report a lack of alignment between their respective leaders.
This research also highlights a significant deficit in communication, teamwork, and trust, which are essential elements for achieving genuine alignment.
Truth #2: Traditional Sales and Marketing Alignment Faces Disruption from Increasing Pressures
Traditional sales and marketing alignment is increasingly at risk due to rising external pressures.
The B2B landscape is undergoing significant transformation driven by technological advancements, shifting buyer behaviors, and evolving business models.
These changes challenge conventional alignment efforts, potentially intensifying existing dysfunctions and introducing new obstacles.
As teams navigate this complex environment, the risk of misalignment escalates, making it essential for organisations to adapt their strategies accordingly.
Truth #3: The Future of Sales and Marketing Alignment May Not Be Alignment
Our research indicates that the future of the relationship between sales and marketing in B2B organizations may not revolve around traditional alignment. Instead, four emerging paradigms will shape how these functions interact:
• Siloed: Sales and marketing function separately, potentially resulting in missed opportunities while enabling each team to concentrate on their specific objectives.
• Assimilated: Sales and marketing team work together toward shared goals, which encourages collaboration; however, differing processes can make full integration difficult.
• Subservient: One function dominates the other, leading to potential tension and resentment, but can streamline decision-making if managed carefully.
• Proportionate: This model balances collaboration and independence, promoting effective teamwork while respecting individual functions’ strengths, but may require ongoing effort to maintain that balance.
Sales and marketing leaders should thoughtfully select among these paradigms; otherwise, they risk losing control over their collaboration and effectiveness.
Summing Up
Marketing and sales alignment is jeopardised by empowered buyers, converging technology, and advanced automation that blur traditional roles.
Although many B2B executives perceive their teams as aligned, both marketers and sellers report significant misalignment.
Leaders must reassess their strategies and prepare for a future marked by functional ambiguity and potential role reversals.
At Augmentis, we specialise in sales-driven marketing strategies that go beyond simple brand building.
By addressing the core conflicts between sales and marketing teams, we create tailored approaches that streamline processes and enhance communication, ultimately making it easier and faster for sales and marketing teams to achieve their goals.
Embracing a proactive stance on alignment not only improves teamwork but also drives organizational success.
Feel free to reach out to us at marketing@augmentis.in to discover how our tailored marketing solutions can align your sales and marketing teams for enhanced collaboration and better results.