If you could double your sales department budget, how would you allocate those funds?
CSO
CFO
29
26
Add new sales team members
25
Increase incentive pay structures
21
20
Upgrade CRM
15
13
Update data analytics
8 9
Increase training of current sales team
4
Investment in marketing. Sales and finance also diverge when asked how they would spend a hypothetically doubled marketing budget. Here finance leaders emphasize investments that would target prospects better: analytics and market research top their list, followed by investing in marketing talent. Sales leaders would put most emphasis on increasing the number of leads in their pipeline, investing first market research, second in social media, and third in talent. Sales leaders value investment in data analytics least.
If you could double your marketing budget, how would you allocate those funds?
CFO
CSO
Enhance market research
27
22
21
24
Increase paid marketing spend
20
Upgrade data analytics
12 13
Upgrade marketing technology
12
11
8
Upgrade marketing talent
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