Lead Quality Vs. Quantity: What’s Wrong With This Picture?
eMarketer just ran an interesting article based on some MarketingSherpa research done earlier this year. They’ve got the scoop on the study findings, but there are a couple of points here where I think it’s important to read between the lines.
First, check out what the study found in terms of marketers’ lead gen priorities:
I would argue that the three top goals you see here don’t just benefit from marketing automation technology – they require it. That’s especially true for the first goal; if you can’t measure your marketing ROI, it’s pointless to work on increasing it, right?
But then there’s this curveball:
What’s going on here? The first chart tells us that marketers are serious about investing in and using marketing automation technology. The second chart, however, suggests that a lot of organizations are still using a dated, quantity-over-quality approach to sourcing their leads.
That doesn’t make much sense to me. There’s a disconnect here between the focus on ROI and a lingering enthusiasm for cramming mountains of cheap leads into the funnel. It’ll be interesting to see whether this changes as marketers get more comfortable with their marketing automation strategies – and with their pursuit of measureable ROI.
2012 Sales And Marketing Integration Awards: Seeing The Big Picture
Next week, we’ll roll out one of our most popular and talked-about reports: The DGR Sales and Marketing Integration Awards. It’s no surprise that so many readers checked out our 2011 award winners. These are companies that faced huge sales and marketing challenges – and they found solutions to those challenges that paid off handsomely. In a market where even the experts often find themselves in uncharted territory, these success stories are worth a closer look.
I won’t give away too much about our 2012 winners, but I will say this: A lot of these companies dealt with extremely complex technology challenges. This included integrating new marketing automation solutions with existing salesforce.com environments; migrating from legacy CRM and data sources; and rolling out additional integrations for everything from Microsoft Outlook to the latest web conferencing platforms.
As we pointed out in a recent DGR feature, sales and marketing alignment/integration isn’t just about the technology; if your people and processes aren’t ready to roll, then even the best technology will fall flat. Even so, it’s clear that the best of these companies are investing a lot of time and effort in their technology infrastructures.
In other words, alignment is a classic big-picture challenge: You can’t win unless you’re able to see both the forest and the trees. That’s a trick our 2012 award winners can show you how to pull off.
Stay tuned for the 2012 Sales and Marketing Integration Awards Report, launching on DemandGen Report on Tues. June 26.