The B2B Marketing-Sales Divide: More Leads vs. Better Leads

B2B marketers say their biggest marketing concern is how to generate more leads, whereas B2B salespeople say their biggest marketing concern is how to improve lead quality, according to recent research from SharpSpring and Ascend2.

The report was based on data from a survey conducted in February 2022 among 329 marketing and sales professionals who work for B2B firms.

Although both B2B marketers and salespeople cite lead quantity and quality as their biggest concerns pertaining to their firm’s marketing efforts in the year ahead, marketers rank generating more leads as their top concern (52% of marketers cite) whereas salespeople rank improving lead quality as their top concern (45% of salespeople cite).

Marketing and sales departments' biggest marketing concerns

Both B2B marketers and salespeople say that moving leads from education to sales readiness is the buyer experience area most affected by misalignment between Marketing and Sales.

Part of the buyer experience that is most negatively affected by Sales and Marketing misalignment

Respondents say the biggest benefits of Marketing and Sales alignment are higher conversions, increased revenue, and a more seamless customer experience.

Primary benefits of Sales and Marketing alignment

About the research: The report was based on data from a survey conducted in February 2022 among 329 marketing and sales professionals who work for B2B firms.