The thoroughly modern marketer should embrace "technology, digital channels and dynamic content" and support sales more than marketers did a decade ago, according to a BtoB survey sponsored by Eloqua. But most aren't making the grade, according to Nick Bell, Eloqua's vice president of corporate marketing. "Today's marketers are far from modern. They know they have to know technology, for example, but most aren't there. The majority thinks they're not measuring the right thing and even that what they are measuring isn't accurate," Bell says.

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