Best Practice Report

B2B Buyers Don’t Care About Your Pipeline — Marketers And Sellers Need New Ways To Partner

Sales And Marketing Must Partner Around Opportunities Wherever Buyers Are In The Pipeline

June 20th, 2024
With contributors:
Steven Casey , Alaina Ladd , Arianne Burnette


As individuals within buying groups become more self-directed in their engagements, sales and marketing organizations continue to work in silos. This lack of collaboration is most acute in the sales pipeline, where opportunity ownership and management remain largely the preserve of sellers. Yet buyers engage with both sales and marketing throughout the buying cycle, so revenue teams must align to be more effective. In this report, we present challenges posed by marketing and sales silos and five changes companies can make to align these functions and improve opportunity outcomes.

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