This LinkedIn survey reveals that India has the highest level of sales and marketing collaborations

How important is it to coordinate between sales and marketing? Highly important if we go by the new LinkedIn research. The study reveals 89% of employees surveyed believe that the relationship between sales and marketing is highly collaborative.


Interestingly, India has a higher level of collaboration (85%) compared to South East Asia (84%), Australia (74%), the United States (76%), and the United Kingdom (73%). The reasons for this higher collaboration level in India include encouragement by company leadership (81%) and both teams aligning on the same strategy and objectives (77%).

Here are some of the key insights from the survey:

1) Collaboration positively impacts business growth and customer experience.
Seventy percent (70%) recipients stated that collaboration positively impacts customer experience, 49% said it impacts financial performance and 65% believed it improves customer retention. Interestingly, 65% also believed that poor collaboration leads to missed business opportunities.


2) Smaller businesses are leading the way in promoting a culture of collaboration
In India, 77% small businesses see the collaboration of sales and marketing as a top priority, compared to 70% large businesses, the survey

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3) Measuring the impact of collaboration is key to improving it
Ninety-three percent (93%) of respondents believe that businesses measuring collaboration are more likely to collaborate well. To measure the impact of collaboration between the two departments, factors like revenue growth (75%), pipeline growth (57%) and net promoter score (57%) matter.

The survey cites frequent meetings to share ideas (57%), coordination in planning and outreach (52%) and agreement on shared objectives and measurements (49%) as some of the ways to coordinate between sales and marketing departments.