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CMO Council study finds marketers not realizing full revenue potential of current customers

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Palo Alto, Calif.—More than three quarters (76%) of senior marketing executives said they are not realizing the full revenue potential of their existing customers, according to a new report from the Chief Marketing Officer Council.

The report was based on an online survey of more than 650 senior marketers, conducted from mid-August through mid-November.

It found that only 46.5% of marketers said they have good insight into retention rates, customer profitability and lifetime customer value.

When asked what they were doing to improve top-line and bottom-line performance, 40.0% of marketers said they were reducing head count, overhead and/or budgets.

Other plans include automating complex and costly processes (38.7%), outsourcing more services and functions (31.2%) and reformulating products or minimizing packaging to contain costs (27.8%).

—Kate Maddox

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