Published: 24 March 2022
Too often, the marketing directive is to “drive more volume” with little regard to lead quality. To execute high-performing demand generation programs, tech CEOs must align marketing plans to revenue objectives, with success measured against overall business impact across the entire sales pipeline.
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Overlapping annual and quarterly sales and marketing planning cycles lead to demand generation plans that don’t clearly align to larger business objectives and sources of revenue.
A lack of transparency around demand generation objectives and results often drives misplaced directives from executives and sales leadership, leading to less-than-optimal campaign success.
Technologyproviders continue to find it difficult to prove the ROI of demand generation programs, often leading to inefficient use of resources and an inability to meet objectives.
To maximize customer acquisition strategies and improve the effectiveness of promotion and awareness efforts, tech CEOs and their marketing teams should:
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