There is a growing “disconnect” between sales and marketing departments, a new survey has found.

A study of over 100 global sales and marketing executives by the Chief Marketing Officer Council found that sales professionals view up to 90 per cent of sales materials created by marketing as worthless.

Likewise, the majority of marketers view most sales-created content as diluting their brands or inaccurately positioning products, and often use different vocabulary from their sales colleagues.

Over 55 per cent of respondents also conceded that their companies are still in the process of implementing systems for unifying sales and marketing functions.

Donovan Neale-May, executive director of the CMO Council, said: “Businesses continue to suffer from a seemingly unbridgeable divide between their marketing and sales teams – a gap that undermines the efforts of the crucial corporate functions necessary to generate demand, capture revenue and gain competitive advantage.”

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Related Topics: General Marketing