Michael Surkan, Group Manager for Better Marketing with Analytics, recently pointed to a study of 1,700 chief marketing officers that found 59% of them have been unable to implement their planned digital marketing strategies and that 82% of CMOs felt unable to deal with the explosion of data that is being thrown at them.
The real problem uncovered in the study, however, is that CMOs are saying that they are now being judged on the revenue their marketing activities generate, NOT on the leads they find.
During my marketing career, a lead was marketing’s goal, and it was the job of sales to convert that lead into revenue. Remember the quote from Glengarry Glen Ross?
“These are the new leads. And to you they’re gold, and you don’t get them. Why? Because to give them to you would be throwing them away. They’re for closers.”