Figure out what your marketing department is really contributing

02/8/2012 | Sales Benchmark Index

Evaluating the marketing department's contribution to revenue from existing customers can be tricky, but companies must do so to judge the department's full value, writes Vince Koehler. "Focus on identifying an 'Inactivity' period that defines a scenario where a sales rep is not engaged in an active dialogue," he advises. "Marketing efforts that activate a contact to engage should be credited as a contribution by marketing."

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