Sales Research Publications

Sales and Marketing Alignment Analysis

2010 Sales Performance Optimization Sales and Marketing Alignment Analysis Report

In this report,  we first review the sources of leads that sales are pursuing. As we have noted in past years, much of the burden of lead generation still falls on the shoulders of individual salespeople.  It is impractical to expect marketing to generate all the leads that a sales rep needs, but are there other ways they could support reps in this area? Can marketing provide improved access to marketing databases, access to marketing automation tools to conduct rep-driven campaigns, access to customized sales collateral, etc.?

 Next, we look at how aligned marketing and sales are in assessing marketing in supporting selling efforts. We will initially review sales' assessment of the quantity and quality of leads that marketing is generating, and then compare this to the scores that marketing gives themselves in this area.

Our research and benchmarking efforts all demonstrate how integral the Internet is to the buying process. As opposed to calling a company and talking to a sales rep, the first step many potential buyers take to learn about products and services is to visit a company's web site. With this being the case, how effective are our web sites at engaging these visitors?

Metrics included in this report are:

• Lead Generation Analysis
• Assessment of Quality and Quantity of Leads Generated by Marketing
• Marketing's View of How Sales Rates Leads Generated by Marketing
• Assessment of the Effectiveness of the Web Site at Engaging Prospects
• Assessment of the Quality/Quantity of Sales Collateral
• Time Frame for Lead Generation Programs to Generate Sales
• Ability to Create/Maintain Case Studies/References

$195.00