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Majority of Marketing and Sales Teams Optimistic about Revenue Goals Despite Poor Alignment, Reveals Copper and Outfunnel Survey

Fully Remote Teams Report Worse Alignment Than Those In-Office, Hybrid

Copper, the leading CRM platform for relationship-based business growth, and Outfunnel, the integration platform for connecting sales and marketing data, today released the companies’ second annual Revenue Marketing Report 2022, revealing that sales and marketing teams are optimistic about meeting this year’s revenue goals despite a growing disconnect between the two groups.

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“But sales and marketing teams continue to struggle with alignment, and we’ve seen that spontaneity can only go so far. The key to sustainable future business growth lies in control and visibility, especially in uncertain times. Predictability comes through better data and information sharing among teams.”

According to the report, 60% of sales and marketing leaders exceeded revenue goals in 2021. Despite this, not all industries were equally successful in achieving their revenue targets in 2021. Over 70% of those in the travel/hospitality industry (73%), manufacturing industry (72%) and software/technology industry (70%) reported exceeding revenue goals in 2021, compared to only 58% of those in the construction industry and 46% of respondents in professional services.

“Despite a global environment that remains nearly as uncertain as it was two years ago, those responsible for driving business growth at small and medium businesses have reported an overwhelmingly strong revenue year for 2021 and maintain a positive outlook into 2022,” said Dennis Fois, CEO of Copper. “But sales and marketing teams continue to struggle with alignment, and we’ve seen that spontaneity can only go so far. The key to sustainable future business growth lies in control and visibility, especially in uncertain times. Predictability comes through better data and information sharing among teams.”

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Sales and Marketing Alignment Declines, Despite Majority Exceeding Revenue Goals

Fifty-eight percent of respondents report their sales and marketing alignment as only “poor,” “fair” or “good,” a significant increase compared to the previous year (46%, up 12%).

This decline in alignment is noted by SMBs of all sizes but is especially prominent in larger businesses. Sixty-six percent of respondents from companies with between 101 and 150 employees currently report suboptimal alignment, up from 33% the previous year.

The report finds that misalignment can lead to poor revenue performance: 16% of businesses that report “poor” or “fair” alignment are likely to miss revenue goals, compared to just 9% of those reporting “great” alignment.

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