SLMA Radio Commentary on Feb 3rd to listen go to:
Victor Hugo said, “People do not lack strength, they lack will.”
From an article I wrote for the January 17th BtoB Magazine entitled “ The Time is Now for Sales and Marketing to Align.” I said,” Marketing must spend money on programs that work, and let their competitors spend money on everything else.”
A marketing manager will say in response, “Are you stupid? I want to spend money on things that work.” And yet I question their sincerity when the tools to decide what works and what doesn’t are available and go unused. I am speaking about the tools of CRM and Marketing Automation.
CRM is used by 80% of the B2B companies (and yet most are unhappy with the ROI). Marketing automation is used to varying degrees (I am told) by 15-20% of B2B companies.