No growth as people ignores the elephant in the room9 min read

by | Aug 7, 2018

“…B2B organisations with aligned sales and marketing functions are able to realise 36% YoY revenue growth, vs. 7% revenue decline for the least aligned”


There is a gigantic gap (the elephant) between sales & marketing in B2B organisations and it costs a whopping $1 trillion a year in decreased sales productivity and wasted marketing efforts. The upside potential is equally staggering: B2B organisations with aligned sales and marketing functions are able to realise 36% YoY revenue growth, vs. 7% revenue decline for the least aligned. Highly aligned sales & marketing organisations deliver faster growth at a lower cost but the majority of B2B companies continue to work in a siloed sales and marketing setup from the 80´s at point in time when integration is more important than ever.


Historically, sales and marketing have operated as separate functions, with distinct separate responsibilities. Marketing was tasked with creating awareness and product catalogues. Sales was tasked with creating new opportunities and closing business. But in a digital world with endless connectedness these lines are increasingly blurred. Sales people are able to leverage digital tools to work as marketers, for example when they create a followership and establish themselves and the company they work for as defacto thought leaders within their field by utilizing social media to place messages with potentially hundreds or thousands of people in the blink of an eye. Marketing are able to leverage digital tools to work as sales people, for example when they leverage content marketing to place a highly relevant insight with a CXO in a must-win account based on very detailed knowledge about her interests and behaviour.

Exhibit 1

The Modern Collaboration Model 


Commercial success in the 21st century is about sales and marketing taking advantage of the possibilities that technology is placing right in front of them and to take a joint responsibility for the lead- and opportunity process. This means creating a new and more collaborative sales and marketing operating model for how to generate awareness, engagement, conversions and ultimately win the big deals.

Martin Mariussen

Martin Mariussen

Partner at Kvadrant Consulting

+45 40412885

Sign up for our newsletter


  • Monthly insights to your inbox
  • Latest B2B Sales & Marketing content from Kvadrant
  • C-level focus on commercial transformation


Breaking the marketing mold: Eight pointers from the frontline on how to transform the B2B marketing function

For Chief Marketing Officers in B2B companies there have never been a better way to show direct impact on the business. Yet, at the same time, we often see how difficult it is for even very seasoned marketing leaders to follow through on the needed transformation of Marketing. While there are much written about the “why” and the “what” of turning marketing into a revenue-contributing function we believe that there is lack of insights on “how” to handle the transformation. This article will cover those topics and hopefully provide some guidance on how marketing leader can maximize the probability of succeeding with the often much needed revamp of their function.

read more

Bredgade 20 1st floor
1260 Copenhagen

Tel +45 40 41 00 43
CVR: 39598736

Follow us on LinkedIn