- The Force Multiplier: Sales and Marketing: Driving Revenue Through Collaboration. CMO Council and KPMG Customer Advisory.
70% of CMOs don't think they're getting it right, according to the latest survey data from the CMO Council and KPMG Customer Advisory. “It” is their sales and marketing model1.
Most CMOs don’t feel very confident that their organizations can keep up with today’s buyers’ journey—one defined by consumer self-reliance and a new array of digitally powered customer choices. In this post, we look at why CMOs and CROs should align sales and marketing functions around the new customer journey.
Let’s start with some hard truths:
Many of the old rules about customer engagement and sales enablement no longer apply. That doesn't mean there are no rules; every innovation effort should be tethered to customer value.
CMOs and CROs can’t afford to work in silos. They need better solutions that lead to a single path—a roadmap allowing a rapid pivot toward greater cost efficiency and higher impact marketing and sales strategies. As ROI pressure accelerates and inflation concerns and marketplace uncertainty lingers, transformation is not an option—it’s a necessity.
60% of marketers say marketing and sales don’t co-own customer strategy and data, and 25% say customer data is still owned in silos by marketing and sales1
Unfortunately, data also works the other way—accelerating productivity drain as teams hunt for relevant insights amid a constant flow of irrelevant information.
CMOs and CROs know that analytics tools yield data that can unlock ROI, but reaching the right insights means navigating a high volume of information of varying relevance. The roadmap to better ROI holds customer behavior as its North Star. It starts with a more profound and highly integrated view of consumer behavior. Then, with granular insights into what motivates, drives, and redirects consumer choices, sales and marketing teams can quickly shift directions to effect winning omnichannel strategies as marketplace conditions change.
53% of marketers plan to focus on integrating data across customer journeys in the next 12 months1
Marketing and sales teams use of technology can drive or hinder optimized sales and marketing benchmark achievement. That means sales and marketing technology strategy needs to not only align around ROI goals but also undergo a review for their functionality as a collaborative tool. When sales enablement technology and marketing technology optimization works, sales and marketing teams benefit from a cost-efficient mix of legacy and new technology that can fuel a high-performance revenue strategy. However, when technology fragmentation dominates an organization's tech stack, sales and marketing strategy alignment is often limited or blocked.
61% of marketers say fragmented technology across marketing, sales, and service restrains better sales-marketing alignment1
Those goals aren't aspirational for many CMOs and CROs—they’re table stakes for their organizations to remain competitive in an uncertain economy. The ability to meet these challenges successfully requires a radical, collaborative alignment of sales and marketing functions with long-term revenue goals. Yet for most sales and marketing teams, silos between customer strategy and implementation are common—only 39% of teams stated that marketing and sales departments jointly own and implement customer strategy.
Which best describes current ownership of customer strategy in your organization?
Sales and marketing alignment is urgent—and hesitance can be costly. Here’s why:
If you are ready to jumpstart a sales and marketing alignment strategy, follow these steps:
What new sales-marketing alignment initiatives better support the digitalized customer journey and self-reliant buyers?
Top 4 answers
71% Collaborating to achieve business objectives (e.g., revenue, customer acquisition, market share)
60% Collaborating on marketing and sales campaigns that drive lead gen
56% Defining shared KPIs for marketing and sales
50% Collaborating on customer personas
Learn more about how KPMG Customer Advisory is helping organizations move customers into new perspectives with powerful customer data tools.
KPMG Customer Advisory helps some of the world's leading marketing, sales, and service professionals make the right investments that deliver meaningful, sustained growth. At every step, we deliver insights that help you make decisions with precision and confidence. Together, we’ll turn opportunities into tangible, transformative results. Let’s start the conversation.
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