For the third year in a row Sunrise has tested the waters of trends in sales and marketing. And our study speaks for itself: No matter which industry you ask, there are three battles to be won – and that applies to both B2C and B2B companies. The question is, why are these specific challenges at the top of the agenda?

Customers are more demanding than ever before

As we all know, customers now have access to a massive amount of knowledge, and very little patience. On top of that, the market in which sales and marketing managers navigate is, to put it mildly, complex. This complexity is not least due to the many new technologies and platforms – and a pandemic that turned the world upside down from one day to the next. These are all circumstances that test a company’s ability to be relevant in the battle for customer attention.

But what challenges are at the top of sales and marketing manager’s agenda? And how do sales and marketing departments perceive each other’s roles when it comes to finding solutions together? Sunrise has investigated this topic in collaboration with UserTribe. Not simply by scratching the surface, but by creating a report based on in-depth interviews with CMOs and CCOs from small and medium-sized businesses across B2B and B2C.

Read more