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In the B2B market, CEOs and marketing managers struggle with the answer to this question which helps them allocate budgets, create company messaging and develop tactical programs to generate inbound leads for the sales team members. It is estimated that many Global 1000 companies spend up to 15% of their total marketing budget on brand communication and positioning. But does branding have an identifiable return on investment that can be tracked and monitored? Marketing must drive revenues and reduce sales capture costs regardless of whether the CEO or the marketing department makes the investment.
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