The Traits of B2B Firms With Exceptional Marketing and Sales Performance

Marketing Strategy — Tue., Dec. 21, 2021

According to recent research from Dun & Bradstreet, B2B firms with sales and marketing performance that has improved greatly in the past year share traits such as relying on good data, utilizing account-based strategies, and having well-aligned go-to-market teams. 34% of respondents from a survey of 605 marketing, sales, RevOps, and data decision-makers in Canada, the UK, and the US reported improved performance in the past 12 months.

B2B firms that are sales and marketing leaders are significantly more likely than other firms to have data that allows them to accurately identify target audiences, that is up-to-date about target audiences, that is structured consistently, and that is complete. They are also more likely to have complete confidence in their go-to-market teams, being able to track and measure campaign success.

The report found that leaders in sales and marketing tend to have a shared view of accounts and engage with relevance throughout the buyer's journey. Good data and well-aligned teams are essential for improved performance in B2B markets.

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