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SaaS Sales vs. Marketing: The Eternal Battle
Short CMO & CRO Tenures May Be a Big Reason Behind the Conflicts
The battles between marketing and sales executives in software companies are legendary. “I need more leads!” and “Why don’t you close the leads you have” echo in boardrooms across the land. And it’s not just leads. Sales and marketing executives frequently disagree on a range of topics from CRM data hygiene. lead scoring, the need for events, faster follow up on leads, better account executive prospecting, competitive feature parity, pricing and discounting, the list goes on and on. Why do marketing and sales seem to be misaligned? There are several answers, but surprisingly the root cause may lie in the average tenures of senior marketing and sales leaders.
Chief Marketing Officer and Chief Revenue Officer Tenures
The average tenures of CMOs and CROs are surprisingly short — about 8 to 10 quarters.
Chief Revenue Officer Tenures
The Bridge Group reported that the average CRO tenure is under two years — barely 8 quarters.
They surveyed 406 B2B companies:
