A Reinvention of B2B Marketing: The Impact of Partnership on Enterprise Growth

CMO, CSO, People and Change, Strategy and Advisory
By: Rob Sherrell

Sparks Grove partnered with a UK based research firm, Econsultancy, to conduct a study on the relationship between Sales and Marketing functions within B2B organizations.  In an effort to gather data, Sparks Grove & Econsultancy surveyed 400+ enterprise level ($250M+) B2B companies. The study found that companies that employ a true partnership in which there is joint contribution and accountability between sales and marketing are significantly more likely to enjoy sustainable success. However, greater than half of B2B organizations that believe they have taken steps toward partnership have actually failed to provide the necessary foundation for marketing to contribute meaningful growth.

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