Marketing Australia – February-March 2019

42 FEATURE

marketingmag.com.au

MARKETING 2019

Technology also stands to play

a signifi cant role in getting B2B

marketers back on track. According

to Green Hat, best-in-class marketers

benefi t from process improvements

in lead managing and nurturing

as a result of careful automation

implementation. Best-in-class

marketers are also twice as likely

to have connected their marketing

automation platform (MAP) to their

customer relationship management

(CRM) platforms.

WHY CAN’T WE BE

FRIENDS?

According to research performed

in 2017 by global B2B research fi rm

SiriusDecisions, B2B organisations

that are aligned across product,

marketing and sales achieve 19

percent faster revenue growth and

15 percent higher profi tability.

ALL LEADS

FOLLOWED UP

ALL LEADS

FOLLOWED UP

35%

INFORMATION NOT

AVAILABLE

26%

MORE THAN

TWO THIRDS

17%

LESS THAN

ONE THIRD

12%

ONE THIRD TO

TWO THIRDS

10%

ON AVERAGE, HOW MANY MARKETING

LEADS ARE FOLLOWED UP BY SALES?

47%

24%

21%

8%

WHICH ONE STATEMENT BEST DESCRIBES

THE RELATIONSHIP BETWEEN YOUR SALES

& MARKETING TEAMS?

Marketing & Sales are strategic partners in business growth Marketing & Sales are strategic partners in business growth

Marketing is viewed as the brand & the event managerMarketing is viewed as the brand & the event manager

Marketing is a respected Sales support functionMarketing is a respected Sales support function

Marketing does not work closely with SalesMarketing does not work closely with Sales