A recent research paper from Outfunnel and Copper showed that B2B salespeople are more likely than B2B marketers to say their company's sales and marketing teams cooperate effectively. The survey included 151 B2B marketers and 151 B2B salespeople. Only 43% of marketers agreed that the sales and marketing teams cooperate effectively, compared to 58% of salespeople.
The research also showed that salespeople and marketers at larger firms (101-150 employees) are most likely to say the alignment between their company's sales and marketing teams is very good or excellent. Whereas, salespeople and marketers at midsize firms (51-100 employees) are most likely to say the alignment between their company's sales and marketing teams is only poor, fair, or good.
The survey was conducted in December 2020, and the results provide valuable insight into how B2B sales and marketing teams can cooperate more effectively to improve their business operations.
Do B2B Marketing and Sales Teams Cooperate Effectively?
Don't worry ... it's FREE!
B2B retention now requires proving value, enabling expansion, and eliminating churn risks. Learn how to modernize your strategy with AI, digital workflows, and payment optimization. Read more.
Scaling personalization in marketing automation requires balancing data, strategy, and authenticity to build trust while avoiding over-automation, intrusive messaging, and fragmented customer experiences across channels. Read more.
B2B buyers expect fast, clear, self-serve purchasing experiences. Learn how to optimize pricing, checkout, and identity flows to reduce friction and improve conversion rates. Read more.
AI now shapes B2B vendor shortlists before buyers click. Learn how to structure proof, pricing, and content to stay visible, credible, and competitive in AI-driven evaluation environments. Read more.
As B2B buying grows more complex, business-to-person marketing helps teams reach real individuals with identity resolution, personalization, and interoperable systems that drive stronger relationships, performance, and predictable growth. Read more.
Discover how top B2B teams use AI, personalization, and deliverability best practices to turn cold email into a predictable growth channel that drives meetings and revenue. Read more.