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 commentNestle
Back in June 2020, QMS pulled off a major coup, snaring the City of Sydney’s outdoor assets away from rival JCDeceaux in a 10 year deal reported to be worth $300 million. COVID has made the changeover and erection of new street furniture challenging, but here B&T chats with Jemma Enright who joined the business […]
M&C Saatchi creatives Sam Rowlands and Jason Leigh talk about their personal creative pursuits, and how it informs their advertising. Then they decided that, as they hadn’t seen each other in a long time, they’d prefer to interview each other… Sam Rowlands — art director/painter/sculptor/fashion designer (as interviewed by Jason Leigh) Sam forgot about our […]
Esports organisation ORDER has announced the appointment of Michael Speakman as its new Head of Commercial. As part of ORDER’s expansion, Speakman will help navigate new commercial opportunities by offering a creative space for brands to connect, level up and deliver partnerships across the gaming ecosystem. ORDER continues to sustain its rapid expansion by appointing a […]
Hivestack, the leading global programmatic digital out of home (DOOH) ad tech company today announced a partnership with Clear Channel Outdoor Americas (CCOA), the US based business of Clear Channel Outdoor Holdings: one of the world’s largest outdoor advertising companies. Through this new partnership, CCOA will offer advertisers a way to buy DOOH inventory programmatically […]
Samsung Electronics Australia has this week announced the lineup of five budding recording artists for its UNDSCVRD competition, a TikTok docu-style reality series aimed to bring the spotlight to the rising music talent in the country. The series, presented by Samsung Galaxy, brings together five musical talents from across the country who were hand-picked by […]
Independent media agency Kaimera has recruited five new team members to manage its continued growth, following several new client wins including Britbox, Campos and Under Armour. Daniel Miller (pictured above) has joined from News Connect, where he was an associate programmatic trader, in the newly created role of platforms manager. In the role, he will […]
The sexiest singles in the nation (according to Channel Nine, at least) are back on airwaves with Love Island Australia on Monday, October 4, at 9.00pm after The Block on Channel 9 and 9Now. Aussie sweetheart Sophie Monk will return to host (and play Cupid) alongside new addition, comedian Stephen Mullan a narrator, in the world-renowned reality TV […]
Yotpo is officially expanding into Australia, off the back of significant market growth with massive Aussie names, a landmark investment from Shopify and a plan to help local Aussie e-comm explode. Yotpo’s ANZ userbase includes names like Zoe Foster Blake’s $180M Go-To Skin Care, e-commerce fashion queen Princess Polly, and billion-dollar streetwear brand Culture Kings, […]