Comments
InsideView Technologies, a business intelligence solutions provider, has brought to the fore disconnect between sales and marketing teams, which can impact the performance of businesses and consequently revenues.
In a report, ‘Indian Sales and Marketing Mindset Under the Lens,’ the San Francisco (US)-based technology company, with a development centre in Hyderabad, has probed the minds of over 240 sales and marketing leaders in India, including Nasscom head BVR Mohan Reddy, and seeks to uncover key reasons why sales and marketing teams are not aligned.
Tracy Eilner, Chief Marketing Officer of InsideView, said the report uncovers key reasons why sales and marketing teams are not aligned and how this could be the difference between leading and lagging financial performance of companies. The research also highlights the divide between leaders and laggards.
Releasing the report here today, Eilner, author of ‘Aligned to Achieve: How to Unite Your Sales and Marketing Teams into Singe Force for Growth,’ said a big chunk of the respondents highlighted sales and marketing is being measured by different metrics and is the biggest challenge to alignment between the two functions.
Apart from bringing together findings of a similar research study conducted in the US, the report seeks to compare and contrast the issues within companies.
Business plan
As a company providing intelligence solutions to businesses, InsideView has grown to a 350 people company, with nearly 200 of them in India development centre and the rest located in San Francisco and Austin.
The company, which has raised over $80 million in funding, including $32 million in debt funding last year, had outlined its plans to invest $25 million in India development centre located here over three years, for human resources, expansion of business and development centre, Sesha Rao, MD of India operations, said.
The company works closely with most of the customer relationship management (CRM) solutions providers, offering its business to business intelligence solutions, Harini Raghavan, Director, Engineering, said.
Garima Rai, Asia Pacific, Head for Marketing, said, “If marketers focus only on maximising the quantity of leads generated by their marketing engine, and sales executives follow a transactional seeing approach, the end objectives of securing and retaining the right customers gets completely lost. Businesses that realised this early on are strategically positioned as leaders in their respective domains, and those that are still following traditional approaches are lagging behind.”
Comments
COMMENT NOW
Comments
Comments have to be in English, and in full sentences. They cannot be abusive or personal. Please abide by our community guidelines for posting your comments.
We have migrated to a new commenting platform. If you are already a registered user of TheHindu Businessline and logged in, you may continue to engage with our articles. If you do not have an account please register and login to post comments. Users can access their older comments by logging into their accounts on Vuukle.