The tl;dr? Overloaded ops teams are looking to automate tasks and improve operations across departments.
Earlier this year, Openprise and Demand Gen Report surveyed 100 B2B marketers and sales professionals from across all industries to better understand their tech challenges and how their tech stacks were helping or hindering their efforts to increase efficiency and pivot their teams toward more strategic projects.
Here’s what the survey told us.
When it comes to tech, more isn’t necessarily better.
Tech debt plagues many companies, leading to dirty and fragmented data. The research showed that only about a third of B2B teams have a manageable one to nine revenue-driving tools in their tech stacks.
However, 55% are using more than ten–and 10% of teams are using more than 30 RevTech tools every day.
In an ideal world, ops teams would be free to focus on strategic tasks like modeling attribution and analyzing the impact of GTM motions on revenue.
In reality, manual jobs take precedence, like triaging data, the top time-wasting task for an overwhelming 87% of marketers.
The research showed that spreadsheet work (75%) and getting access to data (65%) are the other tasks that hamper their ability to get their job done.
As a result, practitioners are focusing on automating more of their processes to free up time for more strategic initiatives.
One clear trend emerging from the survey was the increased prioritization of collaborative, data-driven GTM programs, with 53% saying the ability to separate meaningful signals to decide next steps will make their GTM strategy more effective.
Other benefits of better data span the buyer’s journey, from account selection (49%) to lead/deal routing and scoring (30%).
Collaboration is the optimal outcome, the research concludes. Aligning operations teams improves sales coordination and enables smoother handoffs between departments–a focus for half of all respondents going forward.