Had to smile reading this article in BtoB Magazine as I winged my way back from Toronto this morning:
Marketing automation technology tops for b-to-b marketers in ’07
which included these stats:
The lack of integration between sales and marketing is the biggest challenge that both business and consumer marketers face, according to 37% of marketers polled. Other challenges include lack of data quality (22%), marketing program performance (20%), a fractured lead generation process (14%) and list quality (7%).
The good news for you is that many marketers are in the same boat. The bad news is that these problems are pervasive and until we put strategies in place to solve them (planning, process, automation), the situation isn't going to get any better. I was smiling because Eloqua has big plans in 2007 to help marketers develop their planning process in a systematic way and to make automating those processes even easier. Stay tuned.