What's Your ROI on Sales Tools?

by Tim Riesterer

Marketers spend a lot of time and money creating messaging, tools, and training for salespeople. Unlike lead-generation campaigns and demand-management programs, where you can track impact on suspect, prospect, and customer activity, our "sales support" investments are much harder to measure. But, the day of reckoning is near. We are going to have to demonstrate an ROI for this big-dollar budget item.... cont'd

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