ANNUITAS

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Why CMOs Should Align With Their CFOs

ANNUITAS

While there are plenty of articles, blogs and speeches given on the need for marketing to demonstrate ROI and drive pipeline and revenue, the reality is that most marketers have never been trained to measure the quantitative value of their marketing or demonstrating the Net Present Value (NPV) of their marketing activities.

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Five 2015 B2B Demand Generation and Content Marketing Resolutions

ANNUITAS

Marketers will again be challenged to keep pace with these advancements and will need to do more in order to connect with their buyers and show demonstrable ROI as a result of their Demand Generation and Content Marketing Strategies. Author: Carlos Hidalgo @cahidalo is CEO/Principal of ANNUITAS.

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What’s Worth More?

ANNUITAS

However, if you look at the various studies that have been conducted by Sirius Decisions, Gartner, Forrester and others, up to 70-80% of generated leads don’t receive the proper follow-up. This only compounds the problem, resulting in even MORE leads being ignored, and a potentially negative marketing ROI.

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Four Keys Areas Where the CMO Must Lead

ANNUITAS

According to Active International , while 77% of CMOs and 76% of CFOs agree alignment is critical, only 12% of CFOs say their CMO is excellent at connecting marketing projects to ROI. According to the Fournaise Group , 80% of surveyed CEOs have stated they have lost faith in their CMOs.

CMO 100
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The Real Cost of a Short-term Go-to-market Mindset

ANNUITAS

When done correctly, go-to-market programs enable brand momentum and deliver long-term growth — maximizing customer lifetime value. “It’s not a purchase you’re after — it’s a lasting customer relationship,” explains Forrester analyst Craig Moore.

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