5 CHAPTER 2 Marketing and Sales Alignment Engages B2B Buyers Data shows that more than half of B2B marketing teams feel empowered to collaborate on projects, meet common goals and metrics, and share customer data with their sales teams. This is great news, as 55% 53% sales and marketing alignment is key to successfully engaging customers in real time — a top priority and a of B2B marketers feel empowered of B2B marketers feel empowered to collaborate with sales to share goals and metrics top challenge for B2B marketers. with sales Data Source State of Marketing 51% of B2B marketers say there is a free flow of data between their sales and marketing teams