More than a third of marketers work to demand gen targets that aren’t supported across wider business

A worrying 36% of B2B marketers work in organisations where demand generation targets aren’t aligned with other departmental objectives, according to a new report published by B2B Marketing and ON24.

This is echoed by another key finding, which revealed that while 63% of respondents describe demand gen as ‘highly important’ to themselves as marketers, the same can only be said for 51% when it comes to their wider organisations.

Despite the widely agreed upon importance of demand gen as a marketing tactic, only 6% describe their approach as ‘highly effective’, and less than half (49%) describe it as ‘effective’ or better.

Jess Pike, editor of B2B Marketing, said: “This sense of disconnect between marketing and the wider organisation can only lead to unrealistic expectations over ‘easy to hit’ targets or, alternatively, sky-high targets that simply aren’t achievable.”