Sales executives and marketers are caught in a Catch-22 that says we need more marketing activity because we have more sales resources - we have more sales resources, so we need more marketing.
Many factors have led to the place we now find ourselves in B2B. The constant dumping in the ear of CMOs to "scale" has caused them to focus on reach at the expense of performance. It has resulted in years of investment in scalable martech tools that have left marketing able to create and execute massive outreach campaigns, producing marginal results.
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