"When I think of red tape, what I think about immediately for a B2B complex sale - and marketing automation is definitely complex - I think about consensus. Consensus is hard to get. With the growing number of people (43% increase in stakeholders per IDC) involved in a B2B buying decision, 34% say it's so, getting all of them to buy-in to a decision is requiring more effort."
Words of wisdom from Adarth Albee of Marketing Interactions. How do we get marketing to identify, reach out to, and tailor messaging, to all of the stakeholders, before they're already working through the sales cycle? And how do make sure that sales continues that personalized messaging? For answers to those questions, read the full article here.