Marketers in B2B sector failing under new responsibilities

According to an Extraprise survey, 80 percent of marketing professionals now assume responsibility for sales activities and results in their company. Marketing management is no longer just about marketing campaigns and execution, marketers now lead the way in the customer facing aspects of their companies through identifying and profiling customers and creating effective database marketing.

DMNews reports that while most marketing professionals are excited about the increase in responsibility, they are finding it difficult to deliver in their new role. From questionable data quality or integrity to poor data management of sales and marketing databases and lead follow-up. With new pressures in customer relationship management, companies are finding it difficult to remain on top of things – only 12 percent of marketing organisations having kept up with new marketing database software and data management systems.