- Two thirds in UK sales and marketing roles say the cost of living crisis will have the biggest impact on their ability to hit targets over the next year
- A national recession and lingering impacts of Brexit also raise high concerns for workers in these roles
- New research from Highspot finds around half of sellers and marketers in Europe are only ‘somewhat confident’ in meeting their targets in the next 12 months
London, UK, 4th October 2022: Today sales enablement platform, Highspot, launches its new report titled European State of Sales and Marketing Alignment 2022. The whitepaper identifies trends and issues that impact alignment between sales and marketing teams, by looking at key confidence indicators and barriers to success.
With economic turbulence creating concern across Europe, the report finds well over half (58%) of European sales and marketing professionals identify the cost of living crisis as one of their top concerns when it comes to hitting their targets in the next 12 months.
In the UK, this concern rises to 67% with a national recession (38%) and Brexit (31%) also identified as problematic issues for UK sales success over the next year.
The research, which surveyed those in sales and marketing roles in the UK, France and Germany, reveals just over half (53%) of sales respondents feel ‘somewhat confident’ they will hit their sales targets over the next 12 months and only 28% feel ‘very confident’ in doing so. As commercial budgets tighten and further inflation is anticipated in the new year, these figures show businesses need more support, better tools and greater alignment for sales and marketing teams to weather the coming storm.
Andy Champion, VP & GM for EMEA at Highspot says, “The next 12 months will be challenging for businesses across Europe. Sales and marketing teams have an opportunity to drive real change, but in order to succeed, you need to understand the barriers to seller success. From revenue visibility to training and onboarding, our latest research identifies key pain points that you can address with sales enablement to empower your people, strengthen alignment and drive efficient business growth. Economic turbulence is on the horizon – now is the time to equip your teams with the tools they need to weather the coming storm.”
Close to three quarters (71%) of sales and marketing professionals across Europe believe a lack of alignment between their teams has had a negative impact on revenue, something businesses cannot afford to overlook right now. In the UK alone, over half (52%) of sales and marketing respondents say they don’t understand which assets are driving results with potential prospects.
Sales enablement is the strategic, ongoing process of equipping sales teams with the content, guidance, training and coaching they need to engage buyers. Alongside this it provides valuable insights to the marketing teams and bridges the gap to foster better collaboration between the two functions.
72% of those in sales and marketing agree that implementing sales enablement is something their company should consider in the near future, in an effort to better support these crucial business functions.
Highspot’s latest report offers guidance to business leaders on how implementing sales enablement programs and initiatives can drive ROI. To find out how more about how you can manage change to drive consistent alignment that improves performance, read the full European State of Sales and Marketing Alignment 2022 report and book a demo with our team: https://www.highspot.com/en-gb/sales-marketing-alignment-stats-europe/