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Drive revenue by rethinking marketing/sales collaboration

Learn how sales and marketing leaders are enabling new customer-centric purchasing paths by redefining the sales-marketing relationship

Break the mold to drive greater value

Gone are the days of the mid-funnel flip on lead ownership. With ready access to information to make purchasing decisions, comfort in utilizing digital tools and digital routes, and high expectations for personalization, today’s customers expect more at every interaction in the buying journey.

The change in purchasing behaviors, amplified by pressure of today’s economic environment, is forcing sales and marketing teams to redefine their relationship or risk falling short of customer expectations and revenue mandates.

The latest research from KPMG and CMO Council explores CMO-CRO relationship dynamics and how marketing and sales leaders are breaking the mold to better connect with customers and drive greater revenue growth.


We surveyed over 300 marketing leaders across B2B and B2C industries and conducted in-depth interviews with sales and marketing executives from Teradata, Schneider Electric, Valpak, Capital Group, Cox Business, Brunswick, and more. Our study, developed in partnership with CMO Council, explores:

  • Areas of sales-marketing alignment across capabilities, roadmaps, technology, and metrics
  • Challenges to sales and marketing co-ownership of customer strategy and data
  • What’s ahead for marketing and sales leaders in the next 12 months

Marketing and sales leaders need to break functional silos and collaborate in order to keep up.

What we are hearing

The customer journey is no longer a sales process, marketing process or a sequential process but a simultaneous one with the customer experience at the center

Aditi Uppal

Senior Director, Digital Marketing at Teradata

Key findings

Our study found that over 70% of marketers don’t feel very confident in their current sales and marketing model to sell effectively in the digitalized customer journey. And one of the defining traits of the new sales-marketing relationship is the ability for marketing to share customer insights with sales to inform the pipeline, yet our research found:


of marketers say fragmented technology across marketing, sales and service restrains better sales-marketing alignment


of marketers say marketing and sales don’t co-own customer strategy and data


of marketers plan to focus on integrating data across customer journeys in the next 12 months

Sales & marketing: Driving revenue through collaboration

Altered purchasing patterns put new emphasis on the CMO-CRO relationship

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Meet our team

Image of Scott Lieberman
Scott Lieberman
Principal, US Customer Advisory & Financial Services Lead, KPMG US
Image of Walt Becker
Walt Becker
Principal, Customer Advisory Sales Transformation & Commercial Industries Lead, KPMG US

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