Process Problems. While most companies are doing their best to integrate marketing and sales activities through technology, it is not uncommon for separate “Sales” and “Marketing” silos to exist within the organization. Consequently, marketers are not able to understand how the sales process runs across different customer types, personas, industries, etc.
Data Problems. The constant rise in cost per acquisition is causing marketers to focus on lead quality. Nowadays, it’s critical for success to know how a lead behaves past the form fill, how it reacts to nurturing and how well the sales organization converts that lead to a customer. Without accurate data about how leads behave at each step of the sales funnel, it’s impossible to know which leads are the most valuable.
Systems problems. In some companies, sales and marketing platforms are integrated but they are not configured to report on bottom-line business metrics. This creates a blind spot in reporting where it’s easy to access the number of initial sales but very difficult, if not impossible, to calculate the lifetime value. Measuring the true business impact of Sales and Marketing becomes a challenge.