We may be well into spring but this reminds us of that winter ritual, Groundhog Day. Nearly 65% of b-to-b marketers cannot track ROI, while 58% do not qualify inquiries prior to lead distribution, according to a study released this week by the Sales Lead Management Association (SLMA). (Hat tip to DemandGen Report.)
The Sales Lead Management Study surveyed 170 marketers during 2009. Presidents and CEOs made up 48.8% of survey respondents, while 24.1% held sales and marketing executive titles, and 27.1% held operations or other titles.
Respondents were generally satisfied with their marketing automation systems. Nevertheless, more than 50% of the respondents still don’t use an Automated Sales Force Automation (SFA)/Customer Relationship Management (CRM) application.
Indeed, only 11.2% of companies are using a Sales Force Automation program to generate their forecast reports. Nearly half (44.7%) of the respondents have no formal process to forecast sales, and 24% are still using Excel. This approach makes it almost impossible not only to predict the sales that will close in any given month or quarter, but also to track the ROI for any marketing, as the original Lead Source is seldom associated with the deals that actually do result in sales, the report said.
For the full release, click here.