Select Page

The Changing Role Of The CMO

A recent report from Gartner tells us that marketing automation will be the fastest growing category in CRM over the next four years and that by 2017, chief marketing officers (CMOs) will have a bigger IT budget than chief information officers (CIOs). This should be a real wake-up call for any B2B marketing group that has delayed jumping into the marketing automation and social marketing fray. The message is clear: if you want to remain competitive, you’ll need to master these technologies.

The Importance Of The Lead Management Process

It is becoming more common to find a lead qualification group in marketing. This group is recognized by various names, such as telemarketing, tele-qualifying, lead development, inside sales representatives, etc. In some cases, where they are encouraged to sell lower priced services and products, they belong more in sales than in marketing. But in cases where their role is to simply cultivate prospects, qualifying them before passing the lead on to sales, it is more valuable to keep them in marketing.