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

  • Why Strategic Accounts Defect to Competitors

    Learn what research conducted by AskForensics reveals about the real reasons companies fail to retain strategic accounts and what they can do about it.

    View This Research
  • How to Optimize Your Sales Funnel

    With so many different variables involved, improving sales performance across the board and at-scale can seem like a daunting task. But with a different perspective on your sales funnel, you can generate huge improvements much more easily and with far less risk.

    View This Webinar
  • The Revenue Marketing Center of Excellence

    With revenue marketing gaining popularity, many are wondering what kinds of organizational structures will best support the transformation. In this interview, Debbie Qaqish of the Pedowitz Group explains why the Center of Excellence model makes so much sense for revenue marketing.

    View This Interview
  • Preventing Bad Deals Before They Happen

    After-the-fact corrective actions will do little to prevent the bad deals from happening again. Stop treating the symptoms. This diagnostic shows how to identify and correct the underlying root-causes of problems and issues.

    View This Diagnostic