Published: 24 January 2024
CSOs put emphasis on sellers to drive quality pipeline, yet Gartner data shows prospecting sales activities can result in diminished returns. Forward-thinking CSOs include cross-functional owners that work as a team with sellers to achieve pipeline quality goals.
Most sales and marketing teams still operate in their functional silos,resulting in commercial leaders lacking a clear understanding of each function’s unique role and impact on pipeline generation.
In the 2022 Gartner B2B Buyer survey, 75% of buyers stated they prefer a rep-free experience, impacting the amount of quality interactions sellers are able to generate with buyers on their own.
As buying behaviors and preferenceschange, some of the traditional pipeline execution tactics that sales and marketing teams rely on are no longer effective, leading to wasted time and resources.
Building a quality pipeline in an increasingly digital sales environment
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Analysts:
Shiela Rahimian
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