Do B2B Marketing and Sales Teams Cooperate Effectively?

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.