According to research conducted in 2020 by LinkedIn and Forrester,
85% of sales and marketing leaders say sales and marketing
alignment is the largest opportunity for improving business
performance. However, that research also showed that 9 out of 10
sales and marketing professionals reported being misaligned across
strategy, process, content and culture. Also disconcerting, 98% and
97% of respondents (sellers and marketers respectively) said poor
alignment negatively impacts not only the business but also the
customer.