Invoca’s 2024 State of B2C Revenue Execution Report reveals how poor alignment between B2C marketing, sales, and contact centre teams is significantly impacting revenue growth.
In a startling revelation, Invoca’s latest report uncovers a major revenue obstacle for B2C companies: a massive disconnect between marketing and sales teams. Despite recognizing the critical need for alignment, only a fraction of businesses achieve it, leading to significant revenue shortfalls.
The High Stakes of Team Alignment
Invoca, a leader in revenue execution platforms, has released The State of B2C Revenue Execution Report 2024, unveiling how poor alignment between marketing, sales, and contact center teams is severely hampering growth. An overwhelming 90% of sales and marketing leaders agree that team alignment is essential for revenue growth. Yet, shockingly, only 10% report strong alignment within their teams.
Krystian Kolondra, EVP of Browsers and Gaming at Opera, emphasizes the gravity of the situation: “Local AI developments in both hardware and software are currently a big focus in our industry. By moving our on-device browser AI function from the Opera Developer testbed to our flagship Opera One browser, we are pushing the boundaries of what is possible today and enabling new use cases, while adding an additional level of privacy for our users by limiting the need to transfer their personal data to servers.”
The Trust Deficit
The report highlights a glaring trust issue: 93% of leaders acknowledge that low trust between marketing and sales hinders revenue growth. Only 19% of marketing leaders have high confidence in their contact center’s ability to convert leads into sales. Similarly, just 22% of sales leaders trust that marketing can deliver high-quality phone leads.
This trust gap creates a vicious cycle of poor alignment. Misaligned strategies, inadequate data handling, and insufficient communication are the primary culprits. The lack of integrated technologies further complicates data sharing and customer journey visibility.
The Broken Buying Journey
Misalignment not only affects internal processes but also disrupts the customer experience. Only 28% of respondents feel confident in their understanding of the full buying journey. A staggering 70% report that no single department owns the buying journey, leading to fragmented customer experiences.
When marketing teams gain access to contact center data, their understanding of the buying journey improves significantly, jumping to 40%. This underscores the importance of data integration and collaboration between marketing and contact center sales teams.
Attribution Challenges
Marketers face significant challenges in attributing revenue to offline conversions. Although 80% of marketing leaders stress the importance of connecting revenue to marketing investments, 69% struggle with inadequate attribution systems. Only 7% can directly link phone sales to marketing campaigns, with nearly a quarter citing lack of access to contact center data as the main issue.
This disconnect results in marketers feeling powerless over revenue outcomes, with nearly 40% admitting they have little to no control. This has serious implications, as these teams are ultimately responsible for driving revenue.
Invoca’s Solution: Revenue Execution Platforms
Peter Isaacson, CMO at Invoca, explains the impact: “Marketing and sales jointly own revenue, but at most B2C companies, these teams are totally disconnected. This disconnect is all the more damaging in high-touch industries still reliant on human interaction to convert leads, such as healthcare, automotive, or home services. Revenue execution platforms directly address these pain points to foster better collaboration between teams and deliver an improved buyer experience.”
Invoca’s revenue execution platform connects customer data across marketing and sales teams, enabling seamless collaboration and improved revenue tracking. This integration helps teams tie marketing investments directly to revenue, enhance digital engagement, and drive higher-quality leads.
For more insights from The State of B2C Revenue Execution Report 2024, visit Invoca’s report page.
Invoca is the leading revenue execution platform that connects marketing and sales teams, enabling them to track and optimize the buying journey to drive more revenue. With deep integrations with leading technology platforms, Invoca empowers revenue teams to connect their paid media investments directly to revenue, improve digital engagement, and deliver the best buyer experiences. Top consumer brands, including AutoNation, DIRECTV, Mayo Clinic, Mutual of Omaha, and Verizon, achieve outstanding results powered by undeniable data from Invoca. Learn more at www.invoca.com.
