Feature Articles

A new survey of CMOs at BtoB and BtoC companies showed heads of marketing are still struggling to integrate channels and tie activity to revenue. The new joint survey of more than 100 CMOs, conducted by Aprimo with Argyle Executive Forum’s CMO Leadership Community, was taken during the 2010 CMO Spotlight Forum in April of 2010. The survey found nearly 40% of marketers feel their ability to correlate marketing activities to revenue and ROI is broken.

As Sales 2.0 concepts urge marketers to get crafty and utilize cutting edge technologies to optimize prospect and customer interactions, marketers are tasked with enhancing messaging to step outside the traditional marketing box. With social and web 2.0 capabilities outpacing the conventional email message, marketers are ramping up their efforts to take advantage of these technologies.

“Media motivates; text informs,” said Jim Burns, President & CEO, Avitage. “Today, we need to go beyond making people knowledgeable. We must also motivate them to make changes and take action. This is the real communication challenge.”