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BizReport : Research archives : October 28, 2014

Study: 1/3 of businesses need to improve analysis coordination

Business to business brands need to do a better job of strategizing how they approach campaign measurement. That's a key takeaway from a new Corporate Visions survey which indicates more than half of B2Bers believe their conversation strategy is strong, but that the analysis that backs up some decision making needs a tune-up.

by Kristina Knight

"These survey results support our contention that there's a potential 'conversion gap' in companies between demand generation and sales follow-up conversations," said Tim Riesterer, chief strategy and marketing officer for Corporate Visions. "Marketing and sales teams must work together to create a more integrated, customer-centric approach to message development and sales conversation delivery, because only those companies that can effectively tell an engaging and unique story across the buying cycle will be successful in creating and closing the opportunities needed to meet their revenue goals."

Researchers looked at how the coordination between sales training and demand generation teams stacked up; less than half report somewhat/coordinated efforts, only 10% reported complete coordination and 15% said efforts were uncoordinated.

Some interesting findings from the report include:

• 55% believe conversation strategy is a strong coordination
• 47% believe go to market plans are coordinated
• 43% report internal communications with sale staffs are coordinated
• 42% say training is strongly coordinated
• 34% say content development is coordinated
• 31% say analytics/metrics are coordinated

Image via Shutterstock

Tags: advertising, B2B marketing, B2B trends, Corporate Visions, ecommerce

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