B2B teams doubt the data
Data siloed across multiple platforms leads to leaky sales funnels and prevents teams from identifying successful tactics. Marketers lack confidence in their data, and just 29% are very confident in their campaign attribution process. Why are they so unsure? Poor data hygiene is a common theme.
Lead routing gaps trigger missed opportunities
Companies are fumbling the handoff from marketing to sales: a staggering 69% admitted they were not confident or only somewhat confident in their ability to deliver inbound leads from marketing programs to the right salesperson.
Marketers lack the tools for ABM
Top-tier teams are using robust customer profiles and in-depth analytics to drive successful account-based marketing campaigns, but 67% of marketers are not at all or only partially confident in their ability to target accounts. Why the gap? Almost half say their existing tech stack hasn’t met expectations.
About the survey:
The 2023 Operations & Processes Survey Report was based on data from a survey of 100 B2B marketing operations, demand gen, and revenue operations professionals, more than half at the director level and above, by Openprise and Demand Gen Report.