14. Yet marketers lack the metrics to make those decisions.
Source: LeadMD, Oct 2016: https://www.leadmd.com/resource/2016-marketing-maturity-benchmark-report/
38%
No lifecycle data
45%
Some lifecycle data
17%
Full lead lifecycle
Innovators Early
Adopters
Early Majority Late Majority Laggards
It’s not always what you think.
60% figure is floating out there, although there is zero data to prove this. And I bet this is entirely perception rather than HARD failure where you kill it all. 60% of stats are made up on the spot.
Sometimes this is people believing the vendor too much. Lack of understanding of what it means to build out a system as well as the other pieces.
Tremendous increase in reported use of stack, but it’s still split. 31% use it, but need more, while 15% need more and don’t use it fully.
http://chiefmartec.com/2016/10/marketing-technology-utilization-takes-major-swing-upward/
Thus, this again supports my advice to CMOs: understand your marketing strategy and firm first, then hire the right team (or agency) to help implement the technical side well. Is it better to spend $50,000 this year to set up success for the next three years, or to spend $15,000 today for a poor implementation that means $70,000 in software fees are flushed away?
Distances are not exact; stages may overlap as projects and skills reach operational efficiencies; Time to complete or success will differ by company.
You could argue that the ROI may dip at Stages 2 and 3 and 4 because you end up needing more tools and often more people to manage tools, content, testing, etc.
Can you achieve the vision if the staff isn’t capable of building it?
You could argue that the ROI may dip at Stages 2 and 3 and 4 because you end up needing more tools and often more people to manage tools, content, testing, etc.
ABM is possible after Stage 1. Earlier is just Target Accounts