Digital shift accentuates disconnect between marketing, sales strategy and customer engagement, Copper survey finds

SAN FRANCISCO – (COMMERCIAL THREAD) – Copper, the leading CRM platform for relationship-based business growth, today released its 2021 Marketing and Sales Relations Survey, which reveals a strategic disconnect between marketing and sales actions and results.

While 70% of sales, marketing and advertising executives surveyed say they have invested more in building professional relationships in the past year, only half have established new relationships with their customers and 88% are continuing. to maintain or increase their cold e-mail efforts. Thirty-seven percent say they send cold emails more often during the pandemic without seeing a better return on their investment. A total of 63% say they receive the same response as before the pandemic (including no response) or receive a worse response.

About half (52%) of respondents say they have formed new relationships during the pandemic, while 14% say they have lost relationships. In a context of transition to a more virtual environment, 63% say they have good relationships with customers and prospects. However, 30% say they only have good relationships with customers, not prospects, highlighting a gap between relationship development for existing and new businesses.

Older generations of respondents report stronger relationships with customers and prospects despite lower prioritization of cold networking and outreach tactics. Seventy-eight percent of baby boomers say they have well-developed relationships with customers and prospects, compared to 68% of Gen X, 62% of Gen Y, and 60% of Gen Z. But 50% of Millennials and 51% of Gen Z say they send cold emails more often, compared to 37% of Baby Boomers and 34% of Gen X. Forty-one percent of Millennials say they sent cold emails more often since the start of the pandemic, the highest of all generations.

“The forced shift to a digital-centric environment over the past year has been a great opportunity for marketing and sales teams to redefine the way they engage buyers and develop new, stronger relationships. What we found is that this opportunity is still there to be seized, ”said Dennis Fois, CEO of Copper. “The industry’s average response rate for cold email is extremely low, and while that hasn’t changed over the past year, the tactic continues to proliferate. It’s no surprise that the generations we surveyed who focus less on cold email – Baby Boomers and Gen Xers – say they have the strongest relationships with customers and prospects. Strong, personalized and even “old-fashioned” relationships lead to lasting businesses. ”

Marketers prepare for the death of third-party cookies

Marketers are concerned about the impending end of third-party cookies, with 40% feeling affected by the change. Fifty-one percent say this change will impact their marketing strategy, and a further 13% say they need to rework their entire marketing and advertising strategy.

As a potential alternative, 82% of respondents rate their use of proprietary customer data as “good”. The current environment has also had an impact on how marketers manage their own data, as 65% report using their CRM at least the same amount or more during the pandemic.

Optimism on the horizon

Despite persistent customer engagement issues with the virtual environment and the end of third-party cookies, the survey found that marketers and salespeople are extremely optimistic about the future of their own businesses. Eighty-eight percent of those surveyed believe their revenue will be higher in 2022 than in 2019, and 73% plan to increase the size of their sales and marketing teams during the year future.

To learn more about the Copper 2021 Marketing Relationships Survey, visit here.


This CARAVAN survey was conducted by ENGINE INSIGHTS on a sample of 501 adults aged 18 and over who are employed full time and currently working in a sales or marketing / advertising department. This survey was broadcast from April 22 to 30, 2021.

About copper

Copper is a Google Recommended CRM for Google Workspace users, trusted by more than 25,000 businesses around the world. Designed for businesses that generate lasting income through strong relationships, Copper works seamlessly in the background so customers can spend time on what matters: people. Based in San Francisco with offices in Toronto, the company has raised $ 100 million in venture capital funding to date.