The State of Demand Generation: Managing Shifting Goals and Frustrated Sales Teams

Changes in buying behavior have rendered many gold-standard marketing tactics ineffective. Not only are marketers working harder than ever to meet arbitrarily rising MQL targets—our processes are inefficient. Sales teams routinely ignore 50% of the “qualified” leads marketers worked to send them, and only about 20% of those leads turn into opportunities.

Our new research focuses on how marketers are adapting to these changes. We surveyed 850 demand generation-focused marketers to understand their goals, KPIs, and relationships with their sales teams to get a full picture of how our understanding of success has changed.

See how changing buying behavior has shaped what it takes for marketers to be successful today.



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