B2B CMOs: Shift Your Priorities Beyond Leads
Biznology
OCTOBER 3, 2021
It seems like every week I see a new research report naming leads as the top priority of B2B marketing departments. It’s no wonder CMOs focus an estimated 85% of their efforts on acquisition. Ask any sales person, “What do you want from marketing?’ They’ll say, “Leads! Give me leads!” Just like Jack Lemmon in Glengarry Glen Ross. But here’s the rub, dear CMOs: There’s an even bigger opportunity in the “back end,” where most of the firm’s revenue and profits actually lie.
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