June 25, 2008 09:08 ET

Surveys Show Sales and Marketing Disconnect Costs Companies 10% of Final Deals

SAN MATEO, CA and BOULDER, CO--(Marketwire - June 25, 2008) - A CSO Insights white paper, "Improve Lead Generation and Clean Up Your Pipeline," commissioned by Incorporated®, the leading on-demand provider of B-to-B marketing solutions for sales and marketing professionals, was released today and clearly demonstrates the high costs of a major disconnect between corporate sales and marketing departments.

CSO Insights, a leading research firm for chief sales officers, conducted surveys of more than 2000 sales and marketing professionals which pointed to the source of the disconnect. While organizations tend to agree that generating quality leads is a top priority teams disagree on how well they are meeting their objective. 85% of company marketers feel they're doing a good job generating quality sales leads but sales professionals strongly disagree, with 50% saying they are unsatisfied with marketing's efforts. The white paper concludes that when this disagreement occurs, companies suffer 10% in closed deals, leading to a 6% drop in revenue.

"The study clearly showed that sales benefited when marketing could deliver mutually agreed upon quality leads," says Barry Trailer, Partner, CSO Insights. "Not only were these organizations more likely to close more deals and meet their revenue goal but Sales didn't need to pump out a larger pipeline to meet quotas."

"The CSO Insights surveys clearly point to the disastrous consequences, with billions of dollars in lost revenues, when marketing and sales teams don't work together. In today's economy, corporate organizations can ill afford any lost opportunities and need to collaborate to ensure marketing delivers quality leads that drive sales results," says David Thompson, CEO and co-founder of

Conclusions in the whitepaper were drawn from two online CSO Insights surveys: the Sales Performance Optimization survey, conducted in 2008 with 1600 companies responding, and the Target Marketing Effectiveness survey, completed in July 2007 with nearly 700 firms responding.

To read the download the complete white paper go to

About Incorporated is the leading on-demand provider of B-to-B marketing solutions that enable sales and marketing professionals to instantly identify and connect with their best prospects online, without IT involvement. Over 500 corporate customers and 35,000 users worldwide have adopted Genius solutions, including MarketingGenius® and SalesGenius® to simplify and improve lead generation and qualification efforts.'s unique technology delivers instant email campaign results and prospect website visit tracking directly to frontline sales reps, so they can immediately qualify and follow-up on their best opportunities. pioneered Sales 2.0, a group of leading on-demand vendors whose solutions leverage Web 2.0 technologies to improve sales connection and close rates. is a privately held company, funded by Accel Partners, Mohr Davidow Ventures, Emergence Capital and Walden International, with headquarters in San Mateo, CA. For more information visit or email

About CSO Insights

CSO Insights is a research firm that specializes in benchmarking how companies are leveraging people, process, technology, and knowledge to optimize the way they market and sell to customers. Over the past fourteen years, CSO Insights' sales effectiveness survey of over 9,000 sales effectiveness initiatives has become the benchmark for tracking the evolution of how the role of sales is changing, the challenges that are impacting sales performance, and most importantly, what companies are doing to address these issues. For more information on this research go to: or email

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