Best Practices & Research to Make Your Marketing Operation More Effective

Marketing Ops Journal

Subscriber-Only Case Study

Already a subscriber? Login

Subscribe and get immediate access to this case study, full access to our research library, and much more...

The Ugly Truth About Lead Generation ROI

An Entertaining Case Study Revealing the True Root-Causes Behind One Company's "Failing" Lead Generation Programs

Very often in business, the truth behind problems runs counter to what the people in charge actually believe. Sometimes, the truth is painful and difficult to hear. And sometimes, the truth is just downright ugly. In this entertaining case study, you'll learn about:

  • How problems with lead generation can often be traced to things that are removed from the process of generating leads
  • How profitable lead generation requires that the right things are happening with those leads as they move downstream
  • Why intermediate performance metrics are so important for identifying where the real problems may actually reside
  • How finding the truth is always best for the business, but can also present "challenges" for the investigator or messenger

This case study is just one of hundreds of educational resources you get access to as a Marketing Ops Journal subscriber.

Subscribe & Get Access

More Subscriber-Only Resources From Our Library

  • Effective Pricing Through the Product Lifecycle

    This on-demand training seminar explores the conventional wisdom around lifecycle pricing, highlights some major flaws, and reveals what leading companies are doing differently to price effectively throughout the product lifecycle.

    View This Webinar

  • Getting Your Salespeople to Price Better

    Chances are, the behavior of your salespeople will ultimately determine whether your pricing strategies are effective or not. In this on-demand training seminar, learn proven approaches and strategies for getting your sales team to price and discount far more effectively.

    View This Webinar

  • How to Develop Real Competitive "Kill Sheets"

    Competitive kill sheets are a great tool to help salespeople in the field. But most so-called kill sheets are nothing more than glorified competitive profiles. In this concise tutorial, learn how to develop real, strategic competitive kill sheets that highlight and reinforce the competitive differences that actually matter to prospects.

    View This Tutorial

  • Seizing the Pricing Opportunity Before Someone Else Does

    In this conversation with David Bauders, the Founder and President of Strategic Pricing Associates (SPA), you'll glean insights and tips from his experiences working with hundreds of distributors and manufacturers.

    View This Interview