Marketing automation: B2B organizations losing upwards of 10 percent of revenue per year

CRM market analyst Lauren Carlson of Texas based Software Advice sent me an interesting article about the lack of skills in marketing to fully exploit marketing automation. An interesting article well worth a read

Here’s a staggering statistic: B2B organizations are losing upwards of 10 percent of revenue per year due to their inability to properly align sales and marketing around the right processes and technologies, according to IDC. To put that in perspective, that would be a $10 million loss for a $100 million company. Ouch.

These numbers reflect what we have been hearing over and over again: We’ve got this powerful software in marketing automation, and yet, marketers are still missing the boat. So, what are we missing, here?

Many of today’s marketers were brought up in the traditional marcomm, PR and event-driven marketing that consisted primarily of a one-way communication: vendor to buyer. That kind of approach is no longer effective in the modern buying landscape where the buyer is now in control of the conversation.

So the real question is, how do marketers bridge the gap between getting buyers interested and truly engaging them in a dialogue to give them the information they need?

Read the full marketing automation article here  or go here to get more marketing automation insights and stories like this one