Martech stacks are holding back sales and marketing teams
Technology is the biggest barrier to alignment, and most teams admit their stack still isn’t built to support shared goals or seamless execution. The post Martech stacks are holding back sales and marketing teams appeared first on MarTech .
Sales and marketing alignment has been a long-standing priority for businesses, yet many organizations still struggle to achieve it. According to Unbounce's "The Anatomy of Aligned Go-To-Market Teams" report, only 56% of GTM professionals consider their organizations highly aligned, with another 36% reporting partial alignment and 8% remaining largely siloed. This indicates that despite efforts, true alignment is still elusive for many.
The report highlights that maintaining alignment is not a one-time achievement but requires continuous effort. Teams must actively work to ensure shared goals, data, and systems are in place. However, this progress is often hindered by technology. More than half of GTM teams (53%) identify technology as the biggest barrier to alignment, with only 30% believing their stack actually supports it. This disconnect between intention and reality means that fragmented systems can prevent teams from working effectively together.
While many organizations feel confident about their tech stacks, with 44% describing them as balanced and efficient and 24% as lean and integrated, practical challenges persist. Fragmentation, redundancy, and legacy constraints are still common, even in environments labeled as optimized. This creates a gap between the tools available and the actual needs of teams.
Although there is some progress, it is slow. About 77% of GTM teams report some improvement in alignment over the past year, but only a quarter saw significant gains. Conversely, 22% saw no improvement or even a decline. These internal issues quickly translate into missed opportunities, delayed or inconsistent lead follow-up, duplicated work, and confusion around ideal customer profiles. Ultimately, this affects the customer experience, leading to lost revenue and diminished satisfaction.
The challenges faced by sales and marketing teams in achieving alignment are rooted in the technology they rely on. Without a unified, efficient stack, teams struggle to collaborate effectively, share data, and work towards common goals. The report underscores the need for organizations to reevaluate their tech stacks and invest in solutions that foster true alignment. By addressing these technological barriers, teams can better support each other, drive more effective campaigns, and deliver a superior customer experience.
In conclusion, while progress is being made, the path to true sales and marketing alignment remains challenging. Technology plays a critical role in this journey, and organizations must prioritize the development of a cohesive, efficient stack that enables seamless collaboration and execution. Only then can teams achieve the shared goals and unified systems necessary for success in today's competitive business landscape.
