Pipeline360: B2B pipeline growth report for the second half of 2024

Three-quarters of B2B marketers say their company’s sales and marketing teams are either completely (34%) or mostly (41%) aligned, according to a new report from Pipeline360 in partnership with Demand Metric.

In contrast, only 11% believe that sales and marketing teams are barely aligned (6%) or not aligned at all (5%).

Research released earlier this year found that B2B sales and marketing alignment has improved, which is considered key to driving growth and a priority for B2B teams.

One area where there may be room for improvement, however, is shared KPIs. About 15% of respondents said their sales and marketing teams have complete overlap in KPIs/goals, matched by few (9%) or no (7%) overlap.

On a more positive note, about half (47%) of respondents said there is significant overlap between KPIs and goals.

A previous study found that one of the biggest gaps between marketing and sales for B2B marketers is the difference in metrics, or KPIs, used to measure success. This latest report states that 67% of respondents who said their KPIs overlapped completely or significantly were achieving their goals to a large extent. But only 36% of those with some or no KPI alignment were able to report this level of success.

Finally, three-quarters of respondents do have an agreed-upon lead management process in place with their sales team. The survey results also show that those with an agreed-upon process are more likely to be satisfied or very satisfied with the quality of their leads than those without a process (79% vs. 41%, respectively).

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