Marketing drives revenue. Everyone knows that intrinsically. Just try going without it. The question from the c-suite has always been “how much?” quickly followed by “prove it.” That’s what MAPS promised to provide. Marketers bought them in, implemented the software, and sold their capabilities upstairs. They got the ear of the executives, if not a seat at the table, so to speak. Now it’s time to deliver, and unfortunately, the results are not as clear as everyone expected.
Brian Hansford of Heinz Marketing and Joe Chernov of InsightSquared presented a joint survey and report that the two companies did together. They polled marketing and sales professionals using five of the most common marketing automation platforms, and found an interesting divide based on the experience of the marketer and three key takeaways we found especially interesting.