Can Marketing Keep its Seat at the Leadership Table?

Lauren Follett's picture
Rockstar
Lauren Follett
Rockstar
Lauren Follett wrote:

The modern marketing organization aspires to drive revenue, function as a strategic center of influence and provide leadership to the entire organization. How is it doing? In a benchmarking study sponsored by Pardot, a salesforce.com company, and Demand Metric seeks to find out. 

Join Jerry Rackley and Mathew Sweezey, Marketing Evangelist, Pardot, a salesforce.com company, as they present and discuss the results of this study. The data provides a perspective - sometimes encouraging and other times sobering - that every modern marketer needs to understand. 

CLICK HERE to listen to the live webinar recording and download the slides!

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2 Responses

Clare Price's picture
Expert
Clare Price
Expert
Clare Price wrote:

More and more pressure is being put on marketing orgnizations to increase productivity and performance and that performance is increasingly tied directly to revenue generation. The right resources and tools are critical to achieving the goal of a marketing team capable of leading the organization in the right direction.    

Nilda Thomas, MBA/eBusiness's picture
Contributor
Nilda Thomas, M...
Contributor
Nilda Thomas, M... wrote:

The marketing professional or team must provide value to sales teams by identifying leads and provide market insight to increase revenue. In a former position I had to develop a CRM lead generation program for a regional sales center for a global telecommunications company. Using a market intelligence agency and implementing a CRM system I developed database business rules and a sales readiness program that resulted in increasing annual new revenue by $450K+ from the previous year which was and 25% of the $1M goal in the first five months of the program. This also shortened the sales cycle and deals were able to close faster.