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BtoB

Opportunity knocks: Talking about more than just leads

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From the first day a marketer starts his or her job, many are taught to focus on leads, observes Kelly Waffle, director-account strategy with marketing automation company Marketo, on the company's Modern B2B blog. While leads are important, Waffle says, focusing solely on lead-generation programs in monthly or quarterly review meetings is a mistake. As alternatives, he offers three other things to emphasize to improve sales and marketing alignment, and to encourage the executive team to appreciate the marketing department as a revenue driver instead of a cost center.
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