All things being equal, which of the following is your priority:

Increasing
lead-
generation
activities

Proving the ROI of
marketing
expenditures

Getting sales management to follow up every inquiry

My biggest obstacle to spending more marketing money to drive sales is:

My agencies (branding,
direct, online or PR)
don’t know how to
prove the ROI for the
money I give them.

I don’t have reports to show
the ROI for what I am
spending.

Sales management
isn’t reporting on
sales inquiry follow-up
so I can show the ROI for
the inquiries I generate.

In the last half of 2008, what percentage of your marketing budget will be spent on lead-generation activities?

More than 61%

10%

41-60%

26-40%

11-25%

What percentage of your new business comes from the sales inquires the company generates?

More than 50%

10%

41-50%

31-40%

21-30%

11-20%

Source: Conducted by BtoB and the Sales Lead Management Association in mid-May, this e-mail survey tabulated responses from 273 marketers.

Do you expect to spend more or less money on inquiry-generating programs from July to December than you did in the first half of 2008?

Less

More

About the same

If you answered more, how much more?

More than 31%

21% to 30% more

If you answered less, how much less?

More than 31% less than last year

2% to 10% more

11% to 20% more

2% to 10% less

21% to 30% less

11% to 20% less

Our salespeople report on the disposition of sales inquiries:

76% or more of all inquiries

I don't know the
follow-up percentage

61-75%

46-60%

0-10%

31-45%

11-20%

21-30%