Break the mold to drive greater value
Gone are the days of the mid-funnel flip on lead ownership. With ready access to information to make purchasing decisions, comfort in utilizing digital tools and digital routes, and high expectations for personalization, today’s customers expect more at every interaction in the buying journey.
The change in purchasing behaviors, amplified by pressure of today’s economic environment, is forcing sales and marketing teams to redefine their relationship or risk falling short of customer expectations and revenue mandates.
The latest research from KPMG and CMO Council explores CMO-CRO relationship dynamics and how marketing and sales leaders are breaking the mold to better connect with customers and drive greater revenue growth.
What we are hearing
We surveyed over 300 marketing leaders across B2B and B2C industries and conducted in-depth interviews with sales and marketing executives from Teradata, Schneider Electric, Valpak, Capital Group, Cox Business, Brunswick, and more. Our study, developed in partnership with CMO Council, explores:
- Areas of sales-marketing alignment across capabilities, roadmaps, technology, and metrics
- Challenges to sales and marketing co-ownership of customer strategy and data
- What’s ahead for marketing and sales leaders in the next 12 months