The less-than-reputable infographic shown above and the often quoted factoid, “Today’s business buyers do not contact suppliers directly until 57 percent of the purchase process is complete” (See this great article by Jeffery L. Josephson that questions the origin and validity of the quote and even the existence of the study to which the quote as been attributed) are often used to justify investment in Marketing Automation, Content Marketing, and other Marketing Technology. This is not to say that I don’t want people to invest and properly implement these strategies and tactics. It just means that I don’t believe that we have to quote fake or unrealistic statistics to make the case.
Set realistic expectations, start small if you have to, and earn the right build your marketing team and your marketing stack. You earn that right by showing that your marketing efforts are positively impacting the top-line and wisely spending the marketing budget.
Recognize these incredible sales statistics that have been popping up all over LinkedIn, Twitter, and on the sites and blogs of marketing technologists?