Explaining how you are spending your marketing dollars is a challenge that all heads of marketing face. Cynics in your company are always happy to point out a failed program, which tars all your demand efforts with the same brush. What to do? Counterintuitive as it may seem, start by pointing out your failures. Here’s how. Many marketing teams make the mistake of lumping all of their demand generation programs together. So all people hear about is the total number of leads delivered to sales. … [Read more...]