Digging into our data for my article “Why Google, Cisco, HPE and other big-name tech vendors are out of touch with the market” was fascinating. We discovered we had large engagements from go-to-market teams across the industry — but not consistently from the marketing departments. As we dug deeper we discovered this provided powerful insights about companies that had strong go-to-market strategies and those that were likely lagging and out of touch with the industry.
In use cases, where marketing and marketing leadership is out of touch what happens? You get pretty marketing metrics but a weak pipeline.
This is a common problem: one study found that 57% of sales teams don’t find marketing content helpful for generating opportunities.