THE MISALIGNMENT OF B2B MARKETING AND SALES

Summary from the TLDR Marketing newsletter

Marketing can only generate an effective pipeline if it targets the same buyers as sales. However, a recent analysis from LinkedIn that measured the targeting overlap between sales and marketing across 7,000 B2B companies found it to be only at 16%. In theory, this number should be 100%. In addition, the average overlap between brand and demand marketing is only 6%.