Businesses Still Failing To Measure Impact Of Sales & Marketing Collaboration: LinkedIn

Teamwork works together to build a gear system
SHARE
THIS



Almost half of Aussie businesses are failing to measure the impact of collaboration between their sales and marketing teams, while over a third say they don’t even know how to measure it, a new study by LinkedIn has found.

According to the research, 58 per cent of businesses surveyed said that good collaboration between their sales and marketing teams is resulting in revenue growth, while 49 per cent said it contributed to customer retention.

On the contrary, businesses said the main negative impacts of poor collaboration are missed opportunities (63 per cent) and customer frustration (48 per cent).

However, despite the fact that there is a strong indication that sales and marketing collaboration is driving outcomes for businesses, 42 per cent are failing to measure the impact of their collaboration.

Furthermore, 39 per cent of Aussie businesses do not know how to measure the impact of collaboration, while 45 per cent said their sales and marketing functions operate with different measurement metrics.

The study also found that 56 per cent of businesses cited shared objectives and KPIs as helping improve collaboration, but shared budgets and cross-skills training between teams did not.

Matt Tindale, LinkedIn’s head of enterprise for marketing solutions in the Asia-Pacific region, said it is clear from the research that a lack of understanding of the customer and channels of communication is where the divide between sales and marketing teams is most apparent.

“Focusing on the customer is key for both teams, as 73 per cent of businesses believe good collaboration is leading to positive impact on customer experience,” he said.

LinkedIn’s director of sales solutions for Australia and New Zealand, Mark Dick, said thate while the customer-buying journey is getting increasingly complex, it is promising to see that 67 per cent of businesses have mapped it out.

“What is concerning, however, is less than half of Australian businesses (42 per cent) are working together through all stages of their customer journey,” he noted.

“It is vital to be aligned so that they avoid any collaboration blind spots that might hurt their customer relationships.”

Please login with linkedin to comment

Nestle

Latest News

WPP AUNZ Launches Secrets & Lies Podcast Series
  • Advertising

WPP AUNZ Launches Secrets & Lies Podcast Series

WPP AUNZ has launched its inaugural podcast series, led by WPP AUNZ Chief Strategy Officer, Rose Herceg (pictured).  The podcast series will focus on the company’s recent thought leadership study: Secrets & Lies Chapter 4, Humanity & the Machine. Aired over the next few weeks, each discussion will take a deep dive into exploring the role […]

Playing
  • Technology

Google Presses Play On Programmatic Audio

If CV-19's given us anything, it's more podcasts than you could listen to in 1000 lifetimes. Monetise yours with this.

by B&T Magazine

B&T Magazine
Melbourne, Australia - July 26, 2018: Homeless man sits in front of Westpac bank in Melbourne Australia
  • Technology

Westpac Group Partners With Verizon Media DSP For Omnichannel Solution

Westpac Group today announced it has partnered with Verizon Media’s Omnichannel DSP across its entire brand portfolio including Westpac Bank, St George Bank, Bank of Melbourne and Bank of South Australia. The new partnership gives Westpac Group access to Verizon Media’s end-to-end strategic marketing and planning capabilities including: first-party data based audience insights; full-service omnichannel […]

Adobe Analytics Adds Mobile App
  • Technology

Adobe Analytics Adds Mobile App

If there's anything to be said about the Adobe company, it doesn't sit on it laurels. Discover its latest gizmo here.

Nova Cuts 70 Employees Amid Pandemic
  • Media

Nova Cuts 70 Employees Amid Pandemic

All B&T will say here is, whoever decided having Szechuan bat for dinner was a good idea has a LOT to answer for.

by B&T Magazine

B&T Magazine
Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure
  • Media

Major Stars Including Kerri-Anne Kennerley & Tim Bailey To Go As 10 Announces Major Restructure

Network 10 is set to undergo a massive restructure, leaving a number of high-profile journalists out of a job, including Kerri-Anne Kennerley, Natarsha Belling and Tim Bailey, B&T understands. As first reported on The Sydney Morning Herald, the restructure was announced to staff on Tuesday. As part of the restructuring, the presentation of the weekday […]

by B&T Magazine

B&T Magazine
How To Get Out Of A Cashflow Crisis
  • Opinion

How To Get Out Of A Cashflow Crisis

Here's top tips on getting out of a cashflow crisis that don't include robbing the kids' moneyboxes or a 7-Eleven store.