New CMO council report examines sales effectiveness

Over a year ago I said, poor teamwork is a quiet disease with common symptoms including; frustration, lackluster sales effectiveness and poor ROI.  A new report by the CMO Council and Business Performance Management Forum found that companies could boost their bottom line if marketing and sales could just work together. 

800 senior marketing and C-level executives, 38% of respondents said they could boost incremental revenue by more than 20% if their company’s new business development practices were more effective...only 7% of respondents said their sales and marketing departments work together effectively.

Teamwork between sales and marketing is essential to get the maximum ROI from marketing and lead generation programs.  I've spoken with over 200 companies in the last 12-months, and less than 10% clearly define (between sales and marketing) what a sales lead really means.   

I spoke to a sales manager (now VP Marketing) at the DC B2B Lead Generation Summit and he articulated my point very well. He chuckled as he said, "there are 2 types of leads we (sales people) get from marketing... first there's the junk and then there's the ones we already knew about...GIGO (garbage in garbage out)."

Do you want to find a cure?  Begin with a clear lead definition.

Bridge the Sales & Marketing Gap With a Clear Lead Definition