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Study Finds 64.9% of B2B Marketers Cannot Track ROI

Mark L. Friedman, president of The Velos Group and executive vice president of the Sales Lead Management Association (SLMA), today announced the results of the 2009 Sales Lead Management Study created by The Velos Group. Study results are now available on both the Sales Lead Management Association and Velos Group web sites.

“Aside from the nearly 65% of marketers who cannot track return on investment (ROI),” Friedman comments, “On a scale of 1-10, with 1 being extremely dissatisfied and 10 being extremely satisfied, 85% rated the quality of their sales force automation or customer relationship management (SFA/CRM) programs at 7 or less, and 55.9% rated their satisfaction at 5 or less.”

When respondents were asked if they track marketing ROI, only 14.6% said they do it within the SFA/CRM system. 20.5% of marketers track ROI, but not within the SFA/CRM system itself, and 64.9% don’t track it at all.

James W. Obermayer, executive director of the SLMA said, “With 84% of the companies using an SFA/CRM system (not to mention those who use a marketing automation process), why isn’t ROI tracking more common? The tools are there. And when asked if they qualify inquiries before sending them to Sales, 58% said ‘no.’ Companies appear to believe that salespeople should qualify their own leads. Friedman believes that this is not a good use of the salesperson’s time.”

This Sales Lead Management Study surveyed 170 marketers during 2009. Presidents and CEOs made up 48.8% of survey respondents, while 24.1% held sales and marketing executive titles, and 27.1% held operations or other titles.

The Velos Group

The Velos Group specializes in helping companies optimize their sales lead management processes and procedures, and implement CRM systems to drive sales and profits, as well as track the ROI for their marketing programs.

Sales Lead Management Association

The SLMA is a 2,000-member association. Its mission is to help companies become more successful in the critical business process of managing sales leads.

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