Because they did not pay enough attention to the CVPs in the strategies & campaigns they deployed. The Fournaise Marketing Group, one of the world’s leading Marketing Performance Measurement & Management (MPM) companies, tracked that over 70% of Marketers (still) got it wrong in 2013 and failed to deliver the (real and P&L-quantifiable) business results their Management expected them to deliver, i.e. more sales, more market share, more sales-ready prospects and/or more conversions.
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