Rising Above the Fray

Self-reliant buyers, shifting behaviors and digital disarray have upended sales. But marketers can right the revenue ship.

A chaotic customer journey has flipped much of the sales action to the top of the funnel, making marketers responsible for nearly half of a company’s revenue. It’s a big ask with even bigger challenges to overcome. Marketers face immense pressure, scarcity of resources, a data literacy gap and a skeptical CEO.

All of which puts marketers at serious risk of missing their revenue target: 53% say they’re only moderately confident or worse.

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