Marketing Content for Sales: The Controversial Figures

Revisiting a Costly Misalignment... a Very Costly One!


Marketing Content for Sales: The Controversial Figures

If there’s one challenge that has persisted through the major evolutions in Sales and Marketing practices over the last decade, it’s the alignment between salespeople and marketers. Let’s revisit a dichotomy that comes at a high cost…

1- Le désalignement alimente l’éviction du commercial du parcours d’achat B2B​

Salespeople and marketers have historically operated in silos, with more or less unfortunate consequences. However, in the face of the emergence of a B2B super-buyer persona that is more demanding, autonomous, and better informed, the impact of misalignment is exacerbated.

Because they don’t have the content they need to convince well-informed prospects, salespeople struggle to establish themselves in the buying journey. As HubSpot explains, a good half (55%) of B2B buyers do not consider salespeople as trusted partners. Meanwhile, Forrester reports that 68% of buyers make their decision before even engaging with a salesperson, sometimes relegating the latter to a negotiator or a ‘quote maker’ role.

2- Content Misalignment… The Controversial Figures

The content aspect is arguably the most eloquent illustration of the misalignment between Sales and Marketing, supported by figures:

This structural mismatch between marketing-produced content and the actual needs of salespeople leads to a cascade of consequences:

Forbes has attempted to quantify the financial impact of misalignment… and the estimate is staggering. In the United States, companies spend $68,352 per year per salesperson on tasks unrelated to sales, such as research or content creation. Investing in Content Marketing with misaligned teams ultimately leads to a direct loss and fuels friction between Sales and Marketing.

3- Sales Enablement… a Beginning of a Solution?​

The enthusiasm surrounding the concept of Sales Enablement undoubtedly reflects a growing awareness among B2B decision-makers regarding the impact of misalignment on their competitiveness. Once again, the numbers are intriguing:

The results also seem to be there. For instance, HubSpot explains that 65% of Sales Leaders who exceed their sales targets have at least one person responsible for Sales Enablement. In a more pragmatic sense, Sales Enablement streamlines the creation and use of marketing content by Sales:

To conclude…

The players in Sales Enablement are competing ingeniously to meet the expectations of B2B sales leaders. Platforms have gradually gained ‘depth’ with modules for coaching, training, storytelling, conversational marketing (Live Chat), and video conferencing to support the hybridization (in-person – remote) of the sales function.

In the face of the B2B super-buyer, Sales and Marketing alignment is no longer a competitive advantage that allows one to shine… but simply a factor for survival.

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