P — 7 Integrate.com Today, by the time B2B buyers speak to sales, they’ve already completed 83% to 95% of their purchase decision through self-service digital channels. This new purchase process means you need a new way to market. To reach new and existing customers, it’s time to move from siloed single channel demand efforts to an omnichannel approach. The problem is, organizational silos are still common, creating a major roadblock for integrating demand efforts. Marketers have mixed feelings about whether or not they’re ready to execute an omnichannel approach. While most are confident in their ability to drive Marketing Qualified Leads (MQLs), there is uncertainty when it comes to filling pipeline and driving revenue, especially among the people leading teams responsible for the work. For example, 57% of marketers at the VP level or higher are highly confident that their plans will achieve revenue targets, yet only 26% of director/manager-level marketers share that confidence. There are also concerns about meeting goals at other stages of the demand funnel. About half of marketers at the VP level and above are concerned to somewhat confident about SAL and Opportunity attainment. These findings underscore a critical fact: marketing silos can lead to internal misalignment. Organizations are clearly not on the same page if executives are far more confident in meeting their goals than the directors and managers who execute campaigns and are directly responsible for the results. Marketers Have Mixed Feelings About 2021 Pipeline and Revenue Targets Where Business Starts VP+ Executives Concerned + Challenging Directors/Managers Concerned + Challenging SAL 18% 32% OPP 15% 24% REVENUE 11% 36% PRECISION DEMAND MARKETING STRATEGY