We hear it all the time: marketing and sales organizations are given high year-over-year growth targets with flat or reduced budgets. They are challenged to do more with less: produce more qualified leads, increase sales capacity, improve the return on marketing investment (ROMI), and ultimately drive bigger business impact.
Traditionally, teams would invest in two costly areas of the funnel to drive growth: 1) Top of the funnel (through advertising spend) and 2) Sales capacity....