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New Invoca B2C Survey Shows Revenue Undermined by Poor Sales and Marketing Alignment

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New data reveals that 90% of B2C marketing and sales leaders cite team alignment as key to growth, yet only 10% actually achieve it.
LONDON, May 29, 2024 /PRNewswire/ — Invoca, the leader in revenue execution platforms, today released The State of B2C Revenue Execution Report 2024, the first data report to reveal how poor alignment between B2C marketing, sales, and contact centre teams is significantly impacting revenue growth. The report shows that while 9 in 10 sales and marketing leaders believe that alignment between their teams is critical to achieving revenue growth, only 1 in 10 report that their teams are very strongly aligned.

The connection between marketing and sales alignment and revenue is clear — 86% of companies with strongly aligned sales and marketing teams expect revenue to increase significantly in 2024, and only 33% of those with poorly aligned teams report the same expectation.
Trust Levels Between B2C Marketing and Sales is Low
Sales and marketing leaders know the impact of tight alignment, as nearly all (93%) of the survey respondents feel that low trust between marketing and sales significantly affects their company’s ability to grow revenue. However, B2C marketing and sales teams are suffering from a trust deficit. Only 19% of marketing leaders say they have very high trust in their contact centre to effectively convert leads into sales, and just 22% of sales leaders say they have very high trust that marketing can deliver high-quality phone leads.
This naturally creates poor alignment between the teams that are ultimately responsible for driving revenue. Data finds that the top challenge to aligning sales and marketing teams is misaligned strategies, followed by poor data handling and inadequate communication. A lack of integrated sales and marketing technologies also made the top five. Without integrated technologies, it is difficult to share data, get a unified view of the customer, or align on KPIs and strategies. 
Misalignment Causes a Poor Visibility of the Buying Journey
The report’s results show that poorly aligned revenue teams create broken buying journeys, resulting in poor buyer experiences. Only 28% of respondents said they are very confident that they understand the full buying journey. This is due in part to a lack of ownership, as 70% said the buying journey has no clear owner in their organisation.
When marketers have full access to contact centre data, understanding of the buying journey jumps to 40%, demonstrating the importance of aligning marketing and contact centre sales teams on the same data.
Marketers Have Difficulty Attributing Revenue to Offline Conversions
This study shows that when marketing and contact centre sales teams can connect their investments to revenue, they can prove their performance, make smarter optimization decisions, and improve revenue growth. While 8 in 10 marketing leaders say that it’s very important to directly attribute revenue to marketing investments, 69% have inadequate attribution to tie conversions that happen on the phone to the marketing campaigns that drive the calls.
Only 7% of respondents said they can directly attribute revenue from phone sales to marketing programs, and nearly a quarter said a lack of access to contact centre data was the culprit.
The result is an inability to impact revenue. Nearly 40% of respondents said that they have little or no control over revenue outcomes, which has far-reaching implications as they are the ones who are ultimately responsible for driving revenue.
“Marketing and sales jointly own revenue, but at most B2C companies, these teams are totally disconnected,” said Peter Isaacson, CMO at Invoca. “This disconnect is all the more damaging in high-touch industries still reliant on human interaction to convert leads, such as healthcare, automotive, or home services. Revenue execution platforms directly address these pain points to foster better collaboration between teams and deliver an improved buyer experience.”
Revenue Execution Platforms Key to Improving Today’s Buyer Journey
Invoca’s revenue execution platform enables revenue teams to connect customer buying journey data across the marketing team that engages customers and the sales teams that close the deals. By using a comprehensive revenue execution platform, revenue teams can finally connect their marketing investments directly to revenue, improve digital engagement, and drive higher-quality leads. See why Invoca was named a Leader in The Forrester Wave™: Real-Time Revenue Execution Platforms, Q2 2024 report here.
Get the State of B2C Revenue Execution Report here to learn more.
Survey MethodologyInvoca commissioned TrendCandy, an independent market research firm, to survey 600 marketing, sales and contact centre leaders to gain new insights on how marketing and sales teams are approaching cross-functional collaboration to align on revenue growth.Respondents are manager level or higher, serve B2C companies with 100+ employees, and report that 20% or more of their conversions occur on the phone. The margin error for this study is +/-4% at the 95% confidence level.
Additional Resources:
Revenue Growth Slowed as B2C Brands Struggle With Marketing and Sales Team AlignmentHow real-time revenue execution platforms drive business growthAbout InvocaInvoca is the leading revenue execution platform to connect marketing and sales teams to enable them to track and optimise the buying journey and drive more revenue. By using a comprehensive revenue execution platform with deep integrations with leading technology platforms, revenue teams can better connect their paid media investments directly to revenue, improve digital engagement, and deliver the best buyer experiences to drive more sales. With Invoca, top consumer brands, including AutoNation, DIRECTV, Mayo Clinic, Mutual of Omaha, and Verizon, experience unbelievable results powered by undeniable data. Invoca has raised $184M from leading venture capitalists, including Upfront Ventures, Accel, Silver Lake Waterman, H.I.G. Growth Partners, and Salesforce Ventures. For more information, visit www.invoca.com. 
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Twelve Students from KIIT-DU Qualify for Paris Olympics

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KIIT-KISS Founder announces Rs 7 lakh to each of the athletes 
BHUBANESWAR, India, July 19, 2024 /PRNewswire/ — In a big achievement for KIIT Deemed to be University (KIIT-DU), Bhubaneswar, 12 students have successfully qualified for the Paris Olympics 2024 beginning July 26, bringing pride and joy to the institution.

KIIT is the first university in the country to be sending the largest contingent of athletes among all universities in India.
The Founder of KIIT and KISS Dr Achyuta Samanta has announced Rs 7 lakh to each of the athletes, encouraging them to give their best in the field and bring glory to the country. 
The athletes who have earned their spots are — Amit Rohidas in Men’s Hockey, Kishore Kumar Jena in Javelin Throw; Parul Chaudhary in 3000m Steeplechase & 5000m; Priyanka in 20 km Race Walk & Marathon Race Walk Mixed Relay; Annu Rani in Javelin Throw; Jyothi Yarraji in 100m Hurdles; Tajinderpal Singh Toor in Shot Put; Abha Khatua in Shot Put; Prachi in the 4x400m Relay Team; Ankita in 5000m; Paramjeet Singh Bisht in 20km Race Walk and Suraj Panwar in the Marathon Race Walk Mixed Relay Team. 
Dr. Achyuta Samanta, Founder, KIIT & KISS, congratulated the proud contingent at a special programme in Bhubaneswar, saying, “Your hard work and dedication have brought you to this prestigious stage.” He declared Rs. 7 lakh cash support to each player. All 12 players, who are currently in various camps in different countries of Europe, joined the programme virtually. 
Informing the media, Dr. Samanta said that KIIT & KISS is the first organization in India to send the highest number of players to the Olympics. He also mentioned that KIIT & KISS has produced 20 Olympians and 2 Paralympians who represented India at the 2016 Rio Olympics, the 2020 Tokyo Olympics, and will be representing the country at the 2024 Paris Olympics. KIIT & KISS is proud to have 7 Arjuna Awardees, he added.
“We are happy that 12 students from KIIT are participating in the Paris Olympics 2024, making us and the country proud. Give your best and shine with your achievements. The entire KIIT & KISS family stands behind you, cheering you on”, he said.
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eQ Technologic Elevates Industry Standards with Inaugural Customer Conference, exeQute

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COSTA MESA, Calif., July 18, 2024 /PRNewswire/ — In an era brimming with industry conferences, eQ Technologic, Inc., the developers of the eQube®-DaaS Platform, is making a bold entrance with its inaugural customer conference, exeQuteSM, Oct. 7-10, 2024. Unlike other customer conferences in the data as a service (DaaS) industry, exeQute is set to stand out with a focus on actionable tactics tailored to meet the unique needs of its customers, reflecting the company’s deep commitment to customer-centricity and innovation.

As Gartner predicts that by 2027, 25% of CIOs will have compensation linked to their sustainable technology impact, exeQute’s conference is shaping the future of digital transformation with sustainability and responsibility top of mind. This conference goes beyond theoretical discussions, offering a hands-on experience where top brands share real-world solutions that attendees can immediately apply. This focus on actionable content ensures that every participant leaves with a toolkit of strategies to drive improvements in their business.
eQ Technologic’s dedication to understanding customer needs is evident in every aspect of exeQute. The conference sessions delve into the specific challenges faced by customers, offering personalized solutions and insights. This tailored approach showcases the company’s commitment to not just listening to its customers but collaborating with them to develop solutions that drive their success.
“Execution is one of our key operating principles at eQ. An organization’s ability to execute materially separates winners from the pack,” said Dinesh Khaladkar, President & CEO of eQ Technologic. “We strongly believe that the gap between the future and now is bridged by execution. The future doesn’t just happen, it must be defined, and actions must be taken to achieve it. It’s time to envision what lies ahead and act upon the future vision with exeQute.”
exeQute provides a unique platform for attendees to network with industry leaders, peers, analysts, and media, fostering a collaborative environment where new ideas and partnerships will enable the future growth of companies. The conference’s comprehensive approach to addressing both current challenges and future opportunities highlights eQ Technologic’s role as a catalyst for positive change in the industry by catalyzing cross-industry innovation and offering insight into how organizations leverage eQ’s industry agnostic solutions to gain and maintain a competitive advantage.
exeQute is not merely another event in the crowded conference landscape. It is setting a new standard for customer engagement, providing value through actionable insights, innovative solutions, and a steadfast commitment to sustainable practices. For those seeking to navigate the complexities of digital transformation responsibly, exeQute is an indispensable resource, reinforcing eQ Technologic’s position as a leader in the industry. With executives and decision-makers from some of the world’s leading organizations, the conference will unravel future trends, disruptive technologies, and emerging opportunities. Power-packed with keynotes, success stories, product roadmaps, demos, fireside chats, and more, the conference furthers eQ Technologic’s position as a leader in the industry.
Conference details:
VEA, A Marriott Resort & Spa, Newport Beach, California Oct. 7-11, 2024 Agenda, speakers, sponsorship opportunities, and registration information can be found at exequteconference.com.
About eQ Technologic
Over the past two decades, eQ has been instrumental in accelerating digital transformation across industries such as Aerospace & Defense, Department of Defense, Automotive, Energy, Heavy-Machinery, Electronics, High-Tech, Electronics, Consumer Packaged Goods (CPG), and more.
The Low/No-Code eQube®-DaaS (Data as a Service) Platform establishes a Data Fabric with a connected network of integrated data, applications and devices that puts the power of analytics in the hands of end users, leading to Actionable Insight. eQ’s 100+ OOTB plug and play Connectors connect disparate heterogeneous systems in an instant, empowering organizations to work with any data, any format, any API, any speed, with any system, any application, and any device without writing any code. It enables secure, scalable, and robust information collaboration while honoring security rules. This enables eQ to offer solutions like Digital Thread, CLM (Closed Loop Manufacturing), Multi-PLM Solutions, For-purpose Apps, API Factory with Common Data Model, and many others.
Some of eQ’s marquee customers include Lockheed Martin, Northrop Grumman, US Navy, Rolls-Royce, Collins Aerospace, Pratt & Whitney, Adient, ULA, Moog, Micron Technologies, Boeing, General Electric, Siemens Energy, Panasonic, EDF, and General Dynamics to name a few.
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Research Solutions Announces Partnership with Jisc to Enhance UK Higher & Further Education Research

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This highlights Research Solutions’ commitment to improving the quality and accessibility of scientific research for academic institutions.
HENDERSON, Nev., July 18, 2024 /PRNewswire/ — Research Solutions (NASDAQ: RSSS), a trusted partner providing cloud-based workflow solutions to accelerate research for R&D-driven organizations, is proud to announce a significant partnership with Jisc, the UK digital, data, and technology agency focused on tertiary education, research, and innovation.

This collaboration will make Scite’s award-winning AI platform more affordable and accessible for more than 280 higher education and research institutions in the UK. It aims to advance research quality by leveraging ethical AI technology.
Scite, now part of the Research Solutions family, is transforming the discovery and evaluation of scientific articles through its innovative Smart Citations and AI Assistant. This advanced technology allows researchers to gain deeper insights into the impact and relevance of scientific work.
Beyond its powerful discovery search capabilities across over 187 million publications, 2 billion references, and 1.3 billion citation statements, Scite offers unique workflows for identifying editorial concerns and providing instant reference analysis through its Reference Check feature. The platform also enables the creation of integrated dashboards with reference library tools and validates large language models, assisting in the creation of structured literature reviews via Scite Assistant.
Scite is utilized by researchers and institutions worldwide, underscoring its global impact and commitment to advancing scientific research and innovation.
“We’re thrilled to be partnering with Jisc to make Scite more readily available to the Higher Education institutions in the UK,” states Josh Nicholson, co-founder of Scite and Chief Strategy Officer at Research Solutions. “By bringing context to citations, we can provide a better way to discover, understand, and evaluate research, something that is critically needed in the world today.”
Jisc’s endorsement of Scite highlights the platform’s value in delivering accurate, insight-rich research tools to prestigious institutions such as the University of Manchester and the University of Exeter. Research Solutions is delighted to extend services to additional UK educational institutions and looks forward to making significant contributions to the academic landscape.
For more information on how Jisc is enhancing lives through the digital transformation of education and research, visit their website here. To learn more about how Scite and Research Solutions are providing universities and libraries with tools to elevate their academic work, click here.
About Jisc
Jisc’s vision is for the UK to be a world leader in technology for education and research. It owns and operates the super-fast national research and education network, Janet, with built-in cyber security protection. Jisc also provides technology solutions for members (colleges, universities, and research centres) and customers (public sector bodies), helps members save time and money by negotiating sector-wide deals and provides advice and practical assistance on digital technology. Jisc is funded by the UK higher and further education and research funding bodies and member institutions. For more information, contact [email protected] or 07443 983571.
About Research Solutions
Research Solutions, Inc. (NASDAQ: RSSS) provides cloud-based technologies to streamline the process of accessing, managing, and creating intellectual property. Since its founding, the company has been a pioneer in developing solutions to serve researchers. Today, more than 70 percent of the top pharmaceutical companies, prestigious universities, and emerging businesses rely on our family of products, powered by AI and NLP technologies, to support the innovation process from end to end with the most comprehensive information and knowledge tools on the market. For more information and details, please visit www.researchsolutions.com.
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