The scariest number in B2B Marketing?
According to 'hot-off-the-press' research by The B2B Institute, having researched 7,046 companies across five different verticals, that number is 16%.
16% represents the piffling average overlap between the people seeing marketing communications and the people seeing sales comms.
Here's a few thoughts about why that is such a big issue, and what we might do about it.
If you listen via the player on our website, you can review my suggestions at the same time - https://www.sixsells.co.uk/blog/the-16-gap-between-b2b-sales-and-marketing-communications
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