The disconnect between marketing and sales emerges as a critical business news for growth

A study conducted by HubSpot, based on the analysis of 3,000 real advisory conversations with companies in Colombia, Mexico, Chile, and Argentina, has identified the most significant obstacle to business expansion in Latin America. The findings go beyond conventional factors: the true problem does not lie in economic competition but in internal fragmentation between marketing and sales teams, which directly limits sustainable growth capacity.

These business leaders openly shared the simultaneous challenges they face: increasingly lengthy decision-making processes, extreme pressure to optimize resources, heightened price sensitivity, and significantly more informed buyers. The landscape has evolved: today, most of the purchasing journey occurs outside traditional channels, with customers researching independently, consulting community opinions, comparing alternatives, and using artificial intelligence before making decisions.

The fundamentals of the study: beyond conventional surveys

Unlike research based on questionnaires, this analysis was built on authentic records of advisory conversations conducted by HubSpot teams with organizations of various sizes and industries in the region. Each summary was processed using artificial intelligence tools and data analysis to identify recurring patterns in the challenges faced by both functional areas.

The data revealed that marketing challenges appear in approximately 75% of conversations, with a similar proportion for sales. However, only 40% of dialogues addressed both areas simultaneously. It was precisely in this 40% (1,437 cases) where a consistent pattern of operational friction emerged.

The core of the problem: systems that do not scale

Analysis of the 40% of conversations where marketing and sales were discussed together revealed a common denominator. Most companies operate through highly manual processes in both functions, rely on disconnected platforms, and lack comprehensive visibility into the customer’s reality. These limitations are compounded by recurring difficulties in lead delivery, issues with lead quality, and an almost complete absence of shared metrics.

The main obstacle identified is not a lack of collaboration but structural inefficiency: operational processes that consume time that should be strategic, isolated tools without synchronization capabilities, and the inability for marketing and sales to build a shared vision of the business and the customer.

In economies like Colombia’s, where more than 95% of companies are microenterprises according to INEGI data, this internal fragmentation is amplified. These organizations typically operate with small teams, multiple responsibilities concentrated in few people, and reliance on manual methodologies to sell, follow up, and measure results. Any internal inefficiency has an immediate impact on their ability to expand.

A transformed buyer demands agile responses

Meanwhile, the Colombian customer has become more autonomous and informed. Data on digital consumption habits in the region indicate that over 70% of consumers research online before making purchase decisions, comparing options, checking reviews, and seeking validation through digital channels.

As the customer progresses increasingly independently in their decision process—frequently assisted by technology and artificial intelligence—many business structures still operate reactively. This disconnect amplifies errors in lead transfer, deepens misalignment between teams, and multiplies the loss of sales opportunities.

The critical moment for transformation

According to Shelley Pursell, Senior Director of Marketing for Latin America and Spain at HubSpot, the first quarters of the year are a defining period: “Companies that implement artificial intelligence to eliminate bottlenecks between marketing and sales will accelerate; those that delay this decision will face the year chasing results instead of building them.”

This inflection point offers Latin American companies the opportunity to thoroughly review their internal processes, synchronize marketing with sales, and establish more robust operational foundations for consistent growth. The clear business message is that functional integration and automation are not optional improvements but competitive requirements in the current context.