How to Erase Wrinkles Caused by Salespeople

2017 Marketing and Sales State of the Industry Report: Fusion Marketing Partners, White Paper Review

2017-State-of-the-Industry-B2B-Marketing-CoverTitle:  State of the Industry Report 2017  Trends in B2B Marketing and Lead-to-Revenue

Slma-recommended-187Published by/Authors:  Fusion Marketing Partners

Gated:  Yes

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Length:  12 pages


  • The authors surveyed ,1425 marketing and sales pros
  • Brand Awareness: 68% of the respondents feel that their product or company brand contributes strongly or very strongly to revenue. The authors feel B2B companies over-estimate the strength of their brand.
  • Sales Process: 88% of the respondents feel there is a better than average chance of examining the sales process in the next year. And yet there are contractions later in the report.
  • Effective Lead Management: See the report on this one!    It is tragic.
  • Marketing Effectiveness: What percentage of leads come from marketing? A sales and marketing alignment eye opener.
  • Lead Flow: Can be better.
  • Marketing Budget: Would you believe under spending?
  • Customer Acquisition: Cost - Increasing or decreasing?  Forbes quote from John Hall. 
  • Content Investment: Going up a surprising amount.
  • Technology Investment: Marketing Automation observations.
  • Key Performance Indicators: Too few are being tracked.
  • Challenges to Lead-to-Revenue (L2R).
  • SLMA Comments:   

    1. There is something in this for every title.  
    2. The survey has substantial credibility because of the sampling size.  
    3. This deserves a careful reading and each B2B marketing department should  question their practices and judge their programs against the findings.  
    4. Each finding comes with a Suggested Action which is not self-serving for the authors. 

    Why It’s Important:

    "You don’t know what you need to know and this research tells you what you need to know to be competitive." 

    Sales Lead Management Association 

    Recommended for: 

    • President
    • CFO
    • CSO
    • CMO
    • VP Marketing
    • Director of Marketing
    • Marketing Operations Management
    • Lead Generation
    • Digital Content
    • MarCom
    • Sales Managers
    • Sales Operations Management

    Download Link

    This review was conducted independently without the advice or consent of the publisher.    

    Note:  If you would like your research or e-book reviewed, you may submit it to:  There is no guarantee it will be reviewed.  You may not be given notice if it is reviewed.  If you would like to submit artwork for the cover of the work along with a copy of the work, you may do so.  Members and non-members, sponsors and non-sponsors are welcomed to submit work for review.  Sponsors are given priority for white paper reviews.

     This blog is supported by the generous sponsorship of VanillaSoft and Goldmine CRM Software.

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