Most companies have some shape or form of demand generation activities and loosely defined processes and systems in place. What I have seen again and again at various companies is the proliferation of marketing & sales technology tools over time, based on disintegrated purchasing decisions in silos and a frustrating scenario where data hygeine is weak and end-to-end visibility for reporting becomes a nightmare. Marketing leaders and company executives often find themselves grappling with the situation in an effort to figure out what's working, what's not and how the numbers stack up against industry benchmarks for key performance indicators (aka metrics), but are "frozen in their tracks" as there is no clear way forward.

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