Arrow pointing to left
All posts

Copper news - 2 min READ

Copper + Outfunnel Revenue marketing report 2022

Majority of sales + marketing leaders optimistic about revenue goals — but disjointed initiatives may challenge the win

Copy blog url
Linkedin share logoEmail to logo
Article featured image
Author photo: Christina Scannapiego

Christina Scannapiego

Director, Content Marketing

Our annual revenue marketing report in partnership with revenue marketing automation platform, Outfunnel, is back for 2022. (Read last year’s survey here.) This year, we surveyed 300 marketing and sales leaders from small- to medium-sized businesses to gauge:

  • How they’re performing on their revenue goals
  • The state of alignment between marketing and sales
  • The effectiveness of technology integrations
  • How well they’re managing data and customer information
  • The impact of workplace shifts to hybrid and remote models

Here are a few highlights.

Optimism paves the way … but some culprits litter the road to success

As many as 60% of sales and marketing leaders expect to exceed their revenue goals in 2022 (as compared to just 39% in 2021), but poor communication, lack of alignment on shared goals, and poor data management continue to challenge coordination of marketing and sales efforts, which ultimately handicaps an organization’s bottom line. Let’s not forget last year’s finding that SMBs struggling with disjointed marketing and sales teams are twice as likely to miss their revenue goals than their counterparts who operate in sync.

But perhaps one of the most daunting new discoveries: This year’s data suggests that those who have gone fully remote (20%) struggle more with sales and marketing alignment compared to teams with hybrid or in-person models — making them less likely to reach revenue goals. Groups that have shifted to a hybrid structure or are back in the office full time reported the most harmony between sales and marketing.

It’s no surprise, then, that of all the industries we included in our survey, the manufacturing group reported the highest revenue achievement. On the other end of the spectrum, respondents in professional services — who are more likely to have moved to a remote work environment during COVID — reported the poorest revenue results. Even with some organizations adjusting their annual revenue initiatives to account for higher levels of uncertainty and volatility in the business environment , and the continued challenges they face, it’s clear that SMBs still have work to do to improve collaborative and internal processes.

View the full survey to catch all the insights here.

Try Copper free

Instant activation, no credit card required. Give Copper a try today.

Try Copper free image

Keep Reading

All posts
Arrow pointing to right
Featured image: CRM Wrapped 2024: Your year in CRM wins

5 min READ

CRM Wrapped 2024: Your year in CRM wins

How did customer relationship management (CRM) platforms shape businesses like yours?

Featured image: How to spot a slow season and thrive through it

6 min READ

How to spot a slow season and thrive through it

Learn how to plan ahead, refresh your strategy, and make the most of quiet times for your agency.

Featured image: How to apply Copper's Pipelines to your workflows for success

How to apply Copper's Pipelines to your workflows for success

Boost your productivity with Copper CRM's newest upgrades and features.

Featured image: How to say "thanks" to a client or customer for their business

8 min READ

How to say "thanks" to a client or customer for their business

Learn how to thank customers effectively with our guide. Discover strategies for sending personalized thank you notes and emails that strengthen your business relationships.