Interesting to see that the marketing tools didnt go well with the marketing team...hmmm....

I am surprised sales tools likewww.hubspot.com didn't make the list. Driving more qualified buyers and creating more leads is an essential part of SMARKETING- (sales + marketing). There is a Harvard Business school case study on that...

Uday, that struck me as well. 
 
Dan, I should point out there is an "Other" on each category. We primarily relied on Gerhard from Selling Power/ Sales20.org for building out the list of tools.  
 
Interestingly, the "other" choice has been seeing significant use.

Perk up, marketing. Re: Marketing's disappointment in results, this could shed light on the "non-incentives" in place between Marketing and Revenue-Generation.

Marketing Automation not going down well with Marketing. Is this the same phenomenon we had earlier with CRM not going down well with sales people? Are the benefits of these systems over hyped and can they not deliver on their promises?  
 
Also strange that Marketeers do not see the value of Salesenablement. Is it not a perfect vehicle to get more use out of the assets they produce?

Good stuff - it is interesting that Marketing isn't seeing value in the tools. I think the correlation to sales groups slow adoption of CRM tools may have something to do with it, as well as the tools capabilities but Marketing ROI is sometimes so hard to measure I wonder if the "tangible" value comes into play. I'm also wondering if part of this could be that Marketing may feel threaten that part of their role is being lost?

The "lead tracking and marketing automation" result is a jaw-dropper. If both the C-suite and customer-facing sales team applaud the impact of these solutions, how can marketing -- who ostensibly purchased and deployed them -- disagree? Time to pass the peace pipe.

Very interesting. I wonder how much of the results can be interpreted to confirm the comments from some of the debate around sales & marketing alignment - or misalignment, depending on which side of that fence you are? Will there be any efforts to interpret the data in that light?

In regards to marketer's low rating of marketing automation, I think there are a couple of factors at play here: 
 
If marketers have not developed a content strategy and are simply using the old batch and blast generic content they used to distribute, now they just have proof of lackluster results.  
 
Marketers are not technologists. There is a learning curve to climb to become proficient with how to create lead scoring and develop content and interactions that benefit both the company and their leads. Perception of value is critical to building progression throughout the buying process. 
 
As for sales enablement, I think marketers haven't embraced that concept. The two departments are still woefully disconnected. I also think marketing sees sales enablement as an added chore instead of an opportunity to prove how truly valuable they can be in contributing to downstream revenues. 
 
Thanks for doing this work. I'm looking forward to more. I'm also interested in knowing the breakdown in respondents that produced these preliminary results...# of sales, # of marketers, # of C-level.

As usual, helpful survey data from the Bridge Group. 
 
 
 
But, I think we're all getting very sloppy about this use of the Sales 2.0 umbrella. So many of these tools such as CRM, contact lists (Hoovers, OneSource, etc), and Enablement (Connect and Sell) are helpful, maybe even critical. But, they've been around a long time (well before Sales 2.0) and it's not obvious to me that many of these leverage new, collaborative, social media-like models that Sales 2.0 purports to represent.

Thanks to all for your comments. The data is very interesting - which is why we posted this early version. The report which we will publish in mid October will have much more detail. Also, based on what we are seeing, we will be asking some of the respondees if they will participate in phone interviews to clarify some data points. Stay tuned and please encourage any executives in your network to participate. The survey is still open...just have them email insidesalesreport@bridgegroupinc.com and we will send them a link.

Is it safe to assume that this Tools survey report portrays not only value judgments, but also relative knowledge based degree of adoption?  
 
 
 
 
 
Is there a way to separate and correlate those two factors?  
 
 
 
A CMO or SCO who has a tool and doesn't value it is far different from one who doesn't have a tool but does value it. The other 2 permutations are also telling (has, values; has not, values not).  
 
 
 
 
 
 
 

There is one category that is a mixture of different kinds:  
Lead Tracking and Marketing Automation: 
There are 2 distinctive solution types in this 1 category: 
1) Outbound marketing: 
Eloqua, SalesGenius, Marketo, Pardo, Silverpop 
 
2) Inbound marketing: 
ActiveConversion, LeadLander, LEADSExplorer 
 
The inbound marketing solutions don't require to send out emails or call people before tracking as these solutions identify the visitor by company name, their origin and the interest. 
Thus instead of sending out many emails or making many cold calls, you will only call upon interested companies.