All data is based on the results of our survey, conducted from August 23 – September 2, 2022 by Censuswide, London, a member of ESOMAR, in compliance with the MRS code of conduct based on the ESOMAR Association principles. Dun & Bradstreet was not identified in the survey nor as the sponsor of the survey. Respondents work in Sales/Sales Ops, Marketing/Marketing Ops, Data, or RevOps across B2B or both B2B and B2C. Responses were equally split among the U.S., Canada, and the U.K. Only midsize and enterprise companies were polled. They were identified by global employee count as midsize (between 100-999 employees) and enterprise (over 1,000 employees). The opinions, information and advice provided by Dun & Bradstreet in articles and blog posts (collectively the “Information”) are provided “as-is”. Nothing stated or implied in the Information should be construed to be legal, tax, or professional advice. Dun & Bradstreet makes no representations or warranties, express or implied, with respect to such Information and the results of the use or reliance on such Information. Please contact an attorney or tax professional if you are in need of legal or tax advice.
22 industries
600 midsize and enterprise B2B orgs
U.S., U.K., and Canada
Sales, marketing, data, and operations leaders
Supply chain challenges are most likely causing the greatest challenges at this moment, but inflation is anticipated to be their greatest challenge through 2023.
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Lack of budget
Lack of tech resources to execute goals and objectives
Difficulty generating sales pipeline
Lack of insight into the customer journey/experience
Difficulty reaching the right buyer
Top 5 challenges sales and marketing teams are facing today when trying to drive growth for their business.
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Budget
Lack of resources/personnel
Unclear ABM strategy
Difficulty measuring ABM success
Lack of understanding about ABM within the organization
* According to those who are currently utilizing an account-based strategy who responded to our survey
Budget, financial considerations
Lack of internal resources (people) to initiate this strategy
Got side-tracked during the pandemic with other initiatives
Lack of data or adequate data to support account-based strategy
No training or support for sales or marketing team(s)
Just under two thirds (64%) of respondents said their company is currently utilizing an account-based strategy.
Top 5 reasons companies aren’t utilizing an account-based strategy
Alignment of go-to-market teams is considered important to the success of the ABM programs
97%
Very Important
60%
said they expect their organization’s focus will shift (more) to grow business with existing accounts in the coming year.
…and B2B ABM strategies will continue to evolve*
* According to those currently utilizing an account-based strategy who responded to our survey
said they expect their organization’s focus will shift (more) to new customer acquisition.
said they expect their organization’s focus will shift (more) to customer retention (reduce churn).
Data accuracy
Data consistency across platforms
Incomplete or missing data
Data technology
Data latency (outdated data)
Data completeness
Data structure
Data or App integration
Training teams to use tools
Time/effort required in managing
…in the overall state of data quality across their sales/ marketing organizations
…that their company’s sales/marketing data is current and represents the most up-to-date information available on their target audiences
…that their company’s sales/marketing data is complete and does not contain significant gaps of information on target audiences
…that their company’s sales/marketing data is structured consistently across their various systems
…that the quality of their company’s sales/marketing data sufficiently allows the company to accurately identify target audiences for sales/marketing campaigns
* Completely confident’, ‘Fairly confident’, ‘Somewhat confident’ and ‘Slightly confident’ answers combined.
Sales, Data, and Operations Leaders are more likely to lack confidence in their first-party data (8% average) versus marketing leaders (only 3% lack confidence).
…in the overall state of data quality across their sales/marketing organizations
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Data quality issues
Difficult to integrate clean, consistent data across the tech stack
Cost of new technology
Gaining executive support
Lack of time/resources
Customer Relationship Management (CMS) System
Master Data Management (MDM) Platform
Customer Data Platform (CDP)
Alignment across business
Support/improve customer retention
Focus more on customer experience
Increase budget to more digital channels
Drive new customer acquisition
Sales, marketing, data, and op’s leaders
Here are the top go-to-market objectives identified for Oct. 2022-Oct. 2023
Lack of analytics capabilities
Cost of third-party data
Accuracy of customer data
3 challenges to data-driven marketing success
