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CHAPTER 6ARE YOU READY TO BREAK THROUGH?

Between weekly coffee talks with other CMOs, spending tons of time talking with our customers, taking part in The Revenue Collective, and joining in on prospect meetings, I probably talk to thousands of marketing and sales professionals per year. I'm constantly awed by how smart and hardworking they are. They teach and inspire me every single day.

So when I saw the results of our predictable revenue growth survey, it was a bit of a shocker. I was surprised and, honestly, disappointed to see that as a profession, we were not as far along in transforming sales and marketing as I thought we would be.

Here are some of the more troubling trends the survey identified:¹

• Sales and marketing are misaligned on metrics. Most sales and marketing teams rely on different datasets, work in different platforms, and track different metrics to measure success, making it nearly impossible to coordinate engagement with the right accounts throughout the customer journey.
• They disagree about target accounts. Half of all sales and marketing leaders only somewhat agree (or don't agree at all) on their target account list. Even 42 percent of successful organizations lack consensus.
• Content delivery is guesswork. One in three organizations believe content is the most valuable way to generate demand, but only 48 percent can deliver personalized content experiences, and even fewer have a content hub on their website.
• Organizations still rely on lead scoring, even ...