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Copper + Outfunnel Revenue marketing report 2022

Majority of sales + marketing leaders optimistic about revenue goals — but disjointed initiatives may challenge the win

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Author photo: Christina Scannapiego

Christina Scannapiego

Director, Content Marketing

Our annual revenue marketing report in partnership with revenue marketing automation platform, Outfunnel, is back for 2022. (Read last year’s survey here.) This year, we surveyed 300 marketing and sales leaders from small- to medium-sized businesses to gauge:

  • How they’re performing on their revenue goals
  • The state of alignment between marketing and sales
  • The effectiveness of technology integrations
  • How well they’re managing data and customer information
  • The impact of workplace shifts to hybrid and remote models

Here are a few highlights.

Optimism paves the way … but some culprits litter the road to success

As many as 60% of sales and marketing leaders expect to exceed their revenue goals in 2022 (as compared to just 39% in 2021), but poor communication, lack of alignment on shared goals, and poor data management continue to challenge coordination of marketing and sales efforts, which ultimately handicaps an organization’s bottom line. Let’s not forget last year’s finding that SMBs struggling with disjointed marketing and sales teams are twice as likely to miss their revenue goals than their counterparts who operate in sync.

But perhaps one of the most daunting new discoveries: This year’s data suggests that those who have gone fully remote (20%) struggle more with sales and marketing alignment compared to teams with hybrid or in-person models — making them less likely to reach revenue goals. Groups that have shifted to a hybrid structure or are back in the office full time reported the most harmony between sales and marketing.

It’s no surprise, then, that of all the industries we included in our survey, the manufacturing group reported the highest revenue achievement. On the other end of the spectrum, respondents in professional services — who are more likely to have moved to a remote work environment during COVID — reported the poorest revenue results. Even with some organizations adjusting their annual revenue initiatives to account for higher levels of uncertainty and volatility in the business environment , and the continued challenges they face, it’s clear that SMBs still have work to do to improve collaborative and internal processes.

View the full survey to catch all the insights here.

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