Marketing ROI in B2B: Why is it so hard, and what can we do about it?
Biznology
JANUARY 3, 2014
The other day, I had the pleasure of discussing the challenges of marketing ROI with Jim Obermayer, CEO and executive director of the Sales Lead Management Association , on his Internet radio show. But in this lengthy, multi-party, multi-touch selling situation, the “investment” part can be pretty tough to get at.
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