Sales and marketing teams need to work more closely together to better understand their audience and convert leads, but new research suggests that many UK brands have yet to make this adjustment.

Oracle, the cloud applications business, surveyed 800 CMOs, CSOs, senior marketers, and senior sales executives across France, the Netherlands, South Africa and the UK, evenly split between three industries (Manufacturing and High-Technology, Online Retail, and Telecommunications) for its ‘From Metrics to Outcomes’ report.

It found that 40% of brands believed that changes in customer behaviour – the classic purchase funnel is a thing of the past, as consumers take their own time and use their own preferred channels – have made alignment between sales and marketing teams more important.

Bron en volledig bericht: Warc