Alignment is a challenge for every organization. From our experience as marketers, we all know that alignment between the B-to-B sales and marketing departments is rarer than a snorkeling vacation in Lake Erie.
Forrester Research recently studied the problem and gave us some data to back up our anecdotal evidence. In its report, “B2B Sales and Marketing Alignment,” only 8% of companies said they have “tight alignment” between sales and marketing.
What’s the barrier? The greatest obstacles, survey respondents said, was long-term thinking by marketing vs. short-term thinking by sales (58%); different goals and measurements (46%); and not enough time (45%).