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SALES AND MARKETING

Most CMOs not very confident in their sales and marketing models

By our News Team | 2023

Sales and marketing leaders must seek better collaboration in order to drive revenue growth, report recommends.

More than 70% of marketers don’t feel very confident in their current sales and marketing model to sell effectively in the digitalised customer journey.

This is according to a new report by the US-based Chief Marketing Officer (CMO) Council, produced in partnership with professional services firm KPMG LLP, which indicates that most sales and marketing organisations haven’t been able to pivot fast enough to the new digital buyer and risk falling short of their revenue mandate.

Sales and Marketing

Photo by Nick Youngson from Pix4free.org

Entitled ‘Sales & Marketing: Driving Revenue Through Collaboration’, the study examines the marketing and sales relationship and how it should evolve. 

The researchers found that the ability to share customers insights with the sales team to inform the pipeline is one of the defining traits of the new sales-marketing relationship. The data is gathered by data science, as well as AI and machine learning.

Key findings include:

  • 70% of marketers don’t feel very confident in their current sales and marketing model to sell effectively in the digitalised customer journey.
  • 60% say marketing and sales don’t co-own customer strategy and data.
  • 61% of marketers say fragmented technology across marketing, sales and service restrains better sales-marketing alignment.

“Sales and marketing will have to redefine their relationship to enable new customer-centric purchasing paths. This requires an entirely new way to collaborate across customer strategy and data, initiatives, technology, activities and metrics,” said Donovan Neale-May, Executive Director of the CMO Council.

The study suggests CMOs should adopt four sales-marketing alignment initiatives to better support the digitalised customer journey and self-reliant buyer:

  • Collaborate to achieve business objectives (e.g., revenue, customer acquisition, market share).
  • Collaborate on marketing and sales campaigns that drive lead generation.
  • Define shared KPIs for marketing and sales.
  • Align on customer personas.

“To sell effectively to the new self-reliant digital buyer and enable the purchasing paths customers seek, marketing and sales teams need to have the same goals, speak the same language, and hold each other accountable,” said Jason Galloway, Customer Advisory Lead and Marketing Consulting Practice Lead at KPMG LLP.

The report is based on a survey of over 300 marketing leaders across industries and geographies. You can download the report here.

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Dr Kin Kariisa

Group CEO - Next Media

Dr. Kin Kariisa is an extraordinary force at the helm of Next Media Services, a conglomerate encompassing NBS TV, Nile Post, Sanyuka TV, Next Radio, Salam TV, Next Communication, Next Productions, and an array of other influential enterprises. His dynamic role as Chief Executive Officer exemplifies his unwavering commitment to shaping media, business, and community landscapes.
With an esteemed academic journey, Dr. Kariisa’s accolades include an Honorary PhD in exemplary community service from the United Graduate College inTexas, an MBA from United States International University in Nairobi, Kenya, a Master’s degree in Computer Engineering from Huazong University in China, and a Bachelor’s degree in Statistics from Makerere University.
Dr. Kariisa pursued PhD research in Computer Security and Identity Management at Security of Systems Group, Radboud University in Nijmegen, Netherlands. As a dynamic educator, he has shared his expertise as a lecturer of e-Government and Information Security at both Makerere University and Radboud University.

Dr Kin did his PhD research in Computer Security and Identity Management at Security of Systems Group, Radbond University in Nigmegen, Netherlands. He previously served as a lecturer of e-Government and Information Security at Makerere University in Kampala, Uganda and Radbond University in Netherlands.

Dr Kin did his postgraduate courses in Strategic Business Management, Strategic Leadership Communication and Strategies for Leading Successful Change Initiatives at Harvard University, Boston USA.

  • Other current and previous roles played by Dr Kin Kariisa:
  • Lecturer of e-Government and Information Security to graduate students at Makerere University, Kampala and Radbond University in the Netherlands
  • Director of Eco Bank Uganda Limited, one of the largest banks in Africa
  • Chairman of the National Association of Broadcasters, an umbrella industry association for all Television, Radio and online broadcasters in Uganda.
  • Chairman of Board of Directors of Nile Hotel International, that owns the leading hotel in Uganda, Kampala Serena Hotel.
  • Chairman of Board of Directors of Soliton Telmec Uganda, the leading telecom company in Optic fibre business managing over 80% of optic fibre in Uganda.