Drilling down to find better research results

Insight is often one segmentation away

I saw some recent stats by the team at Hubspot Research, based on asking sales and marketing people about tool overload. When lumped together we see this:

But the more interesting findings only emerge when the two groups’ responses are separated:

We find out that the two groups first headaches are quite different:

  • 45% of marketing staff finds monitoring/managing the different tools to be their biggest headache (only 28% for sales, which is their fifth pick)
  • 29% of sales staff cite two headaches as tied for first: switching between tools and managing passwords (marketing folks rate those as fourth (29%) and third (32%), respectively).

Their analysis:

When broken down by job function, marketers appear to feel more frustration compared to their sales counterparts. Technical developments in the past 10 years have forced marketers to become more technically savvy and to execute campaigns on many more channels. Marketers deal with more tools because there are so many more activities — paid ads (digital and traditional), demand generation, social media through many channels, email marketing, content marketing, and so on, It’s safe to say that the marketing motion is a lot more complex than it has ever been and while tools were developed to help make things easier, they’re also causing problems.

In comparison, salespeople cite switching between tools and managing passwords as their top peeve. Perhaps it’s because the development of sales tools has lagged behind that of marketing tools, but even so, as more salespeople adopt newly available technologies such as email tracking, phone dictation, sales enablement, file management, and a CRM, more stress points will develop.

It goes without saying that this analysis — linking both forward- and backward-looking insights — couldn’t have come about if the demographic information — in this case, job category — hadn’t been available. It’s proof that insight in research is often one segmentation away, and shows why we should get as much demographic information as possible to support segmentation analysis.

Written by

Work ecologist. Founder, Work Futures. The ecology of work and the anthropology of the future.

Get the Medium app

A button that says 'Download on the App Store', and if clicked it will lead you to the iOS App store
A button that says 'Get it on, Google Play', and if clicked it will lead you to the Google Play store