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The Evolving B2B Purchase Process: Conquering Unpredictability with Full-Funnel Marketing

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Marketing has changed dramatically over the past few years, perhaps most profoundly—thanks to rapidly evolving marketing technology—in its increased potential for driving sales. More and more, marketing executives have a seat within the executive suite and a stake in business success. Marketing compensation and budgets often are tied to real business outcomes, and marketing and sales are working together more closely than ever.
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