Most marketers say the marketing world has changed in ways that are changing lead generation and prospecting, according to a BtoB survey. Fifty-four percent said they are working to improve the depth and accuracy of databases as a result and 35% feel they need to improve database technologies. "There's no doubt that the marketers with the best databases will win every time and those who don't will lose," said James Obermayer, executive director of the Sales Lead Management Association.

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