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

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