While most managers realize that build-and-ship schedules are tied to sales performance, few understand that sales performance ultimately is tied to sales lead performance and the marketing budget.
Reduce your marketing budget (and leads) and within three to six months sales will drop. Which makes me wonder that if this is recognized as a truth in marketing, why aren't more marketing manager's willing and able to prove the ROI for their lead generation programs and create more demand?
It isn't that difficult anymore. I understand that 80% of the B2B companies have a CRM system and 15-20% have a marketing automation system.
My thought is, pick up the tools, prove the ROI, become a hero or heroine.
