Are marketing and sales focused on the right revenue drivers?

Marketers and salespeople overwhelmingly agree that strong early-stage demand generation content efforts are the main driver of revenue success, so that’s where they’re dedicating time and money. But are companies so focused on the front end of the business that other key opportunities to drive revenue are falling into a blind spot and not getting the strategic attention they need?

This research report looks at how marketing and sales emphasize and invest in the various stages of the customer lifecycle, and what those choices mean when it comes to messaging effectively throughout the life of your accounts.


Memorable messaging and marketing , Customer acquisition , Customer retention , Customer expansion


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