Thought Leadership

Initiative Background

Back to initiatives list »

Know More to Grow More

Applying Timely, Targeted and Tailored Insight to Improve the Pipeline

As the demand for real-time customer intelligence increases, marketing is facing pressure to incorporate the tools and systems needed to glean the right insights from customer data in order to effectively support the sales process. However, research highlighted in the CMO Council’s latest report, entitled “Know More to Grow More,”reveals that marketers have notable deficiencies when it comes to obtaining valuable customer data and providing actionable intelligence to sales.

Conducted in partnership with Dun & Bradstreet, this report identifies a number of gaps in the customer intelligence process and underscores the importance of arming front-line resources with alerts and insights to capitalize on moments of opportunity. And while marketers agree that the provision of this intelligence is important, only 21 percent of those surveyed feel equipped to provide this information to the front line in real time.

Studies

Know More to Grow More
CMO Council’s latest report, entitled “Know More to Grow More,”reveals that marketers have notable deficiencies when it comes to obtaining valuable customer data and providing actionable intelligence to sales.
Download »
Closing the Gap
As more executives are being held accountable for sales optimization, alignment of sales and marketing is becoming a critical imperative versus a luxury of company culture. 
Download »
back to top

Facts & Stats

67 percent of B2B marketers want to increase brand awareness through mobile marketing, making it the top priority. (Source)

More than a quarter (28 percent) of marketers surveyed said they receive a 20 percent of greater increase in sales opportunities from nurtured leads, as opposed to non-nurtured prospects. (Source)

Nearly 45 percent of B2B marketers surveyed indicated that they are not using buyer personas in demand generation programs and almost half are failing to align content to their buyer’s pain points. (Source)

During the last five years, the average sales cycle has become 22 % longer, typically with three more decision makers participating in the buying process.

When it comes to sales leaders, marketers, and customer service leaders, the info metrics shared say 81% plan to increase their use of CRM, 80% plan to increase mobile app usage, 82% plan to increase social media, and 81% plan to increase customer analytics. On average, 23% of an organization’s data is inaccurate, incomplete or out of date. 15 percent of respondents at end-user organizations who report full integration among customer-facing systems.

Almost seven in 10 (68%) of the 701 marketers attending the DMA2012 and Forrester Research conferences in October 2012 who were surveyed said they will increase data-related marketing expenditures either slightly (20%) or greatly (48%) in 2013. Delving beyond simple spending, the survey also found that only 12% of marketers have no plans to improve customer data methods this year. Forty-nine percent of respondents said web analytics is the best channel for generatin

50% of leads are qualified but not yet ready to buy. Only 25% of leads are legitimate and should advance to sales.  Research shows that 35-50% of sales go to the vendor that responds first. 79% of marketing leads never convert into sales. Lack of lead nurturing is the common cause of this poor performance.  61% of B2B marketers send all leads directly to Sales; however, only 27% of those leads will be qualified. 57% of B2B org

Companies that excel at lead nurturing generate 50% more sales ready leads at 33% lower cost Nurtured leads produce on average a 20% increase in sales opportunities versus non-nurtured leads.

back to top

Articles

September 18, 2016 - Smart Grids Reduce Power Generation Shortfall
ETEnergyworld
Read more »

March 21, 2016 - Simplifying Health Care Through Technology
CIO Insight
Read more »

December 8, 2015 - 50+ Statistics Designed to Influence B2B Marketing Budgets in the New Year
KO Marketing
Read more »

December 7, 2015 - Here's Where B-to-B Marketers Should Invest In 2016
Forbes
Read more »

December 2, 2015 - 2016 B2B Marketing Strategies: Trend Tech-Savvy, Data-Rich, and Customer-Focused
Content Standard
Read more »

November 5, 2015 - Strong Marketing Department Drives Firm Performance, Iowa State Researcher Find
Iowa State University
Read more »

June 27, 2013 - B2B: How To Get Marketing and Sales To Work Together And Stop Fighting
Business2Community
Read more »

June 26, 2013 - Report: Digital Marketers Need a Better B2B Strategy
CMS Wire
Read more »

June 25, 2013 - How to free up more time for sales and marketing
iMedia Connection
Read more »

May 31, 2013 - Sales and marketing need to put aside rivalries and work as a team
Smart Company
Read more »

May 30, 2013 - 5 Strategies For Holiday Sales
Independent Retailer
Read more »

May 29, 2013 - Overcoming The Marketing-Sales Turf War: Six Strategies To Integration
Forbes
Read more »

April 11, 2013 - The Say-Anything Salesperson Is a CRM Killer
CRM Buyer
Read more »

April 8, 2013 - Outlining Company Sales Development With Sales Leads Database
Business2Community
Read more »

back to top

White Papers

Sales Department Accountability
80% of Marketing Leads are not Followed Up by Sales! How to Turn the Tables and put Marketing back in the Driver’s Seat Read more »

Optimizing Sales Effectiveness Through Value and Differentiation
A Framework for Increasing Revenue per Sales Rep While Preserving Sales Margins Read more »

Sales Effectiveness: The Power to Grow
Integrating sales and marketing to achieve a dramatic increase in revenue Read more »

PRESS RELEASES

GLOBAL STUDY TO EXPLORE BUSINESS VALUE OF THE INDUSTRIAL INTERNET OF THINGS

Learn more >>

NEW RESEARCH FROM PENTON'S IOT INSTITUTE FINDS PRIVACY & ORGANIZATIONAL READINESS ARE THE PRIMARY CHALLENGES OF IMPLEMENTING IOT

Learn more >>