Jim Lenskold in his article on darwinmag mentions a key point on marketing ROI and that of "influencing prospective customers all the way through the buyers’ funnel, where in the funnel do they fail to progress, and what are the strengths and weaknesses in the core strategy?"
Reading this along with Seth Godins concept of flipping the funnel is the way to got for CMO's who wish to grow the market share
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