Sales and marketing: ‘invisible’ roles…?

SALES-enablement platform Highspot has released a whitepaper, European State of Sales and Marketing Alignment 2022.

Professionals in the UK, France and Germany believe alignment, communication and collaboration are crucial to sales success and bottom-line ROI.

Only 36 percent of respondents believe they can prove the impact their function is having on company revenue. A further 30 percent of salespeople also feel “invisible”. In the UK alone, 43 percent of sales and marketing respondents believe there are too many overlapping systems between the two functions.

Just over half (53 percent) of sales respondents said they feel “somewhat confident” in hitting their targets over the next 12 months, and 28 percent “very confident”. Good collaboration and alignment with the marketing team was given as a reason.

Macro-economic events have an impact as well. Across all markets, well over half (58 percent) of sales and marketing professionals identify the cost-of-living crisis as one of their top concerns.

In the UK, this concern rises to 67 percent, with a national recession (38 percent) and Brexit (31 percent) also identified as problematic issues.

Highspot’s Andy Champion says economic turbulence is on the horizon, and now is the time to equip teams with the tools they need “to weather the coming storm”.