2011 Lead Generation Marketing ROI Study Released


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Survey reveals that companies measuring and reporting sales and revenue
metrics are outgrowing competitors.

Manasquan, NJ, USA, August 3, 2011- Companies that are outgrowing their
competitors are much
more likely to report marketing sales and revenue contribution to senior
management, according to
the 2011 Lead Generation Marketing ROI Study released today by Lenskold
Group & The Pedowitz
Group. The research examined how higher performing companies compared in
their use of key
metrics for marketing performance, financial contribution, forecasting and

In addition, the research found that companies using marketing automation
integrated with CRM or
sales systems where much more likely to report and forecast sales and
revenue metrics than those
with no marketing automation. Companies with integrated marketing automation
were also more likely
to calculate ROI to assess marketing effectiveness (39% vs. 24% of those
without marketing

Key findings from the research study that examined marketing ROI and
measurement practices of a
worldwide sample of 263 lead generation marketers (full report available for
download at
www.lenskold.com/LeadGenROI_2011) include:
. Overall, most marketers (87%) report at least one marketing performance
metric to senior
management (average 43% per metric). Three out of four (77%) forecast leads,
sales and/or revenue (average 41% per metric). Just 65% are reporting at
least one financial
metric related to marketing’s contribution to senior management (average 30%
per metric).
. Companies outgrowing their competitors are much more likely to report
marketing contribution
to senior management than companies with the same or slower growth, using
the metrics
Percent of Total Sales Contributed by Marketing (38% vs. 23%) and Percent of
Total Revenue
Contributed by Marketing (30% vs. 18%). These higher growth companies are
also more likely
to report Marketing-Generated Revenue to senior management (38% vs. 26%).
. The top-tier of highly effective and efficient marketers calculate ROI or
similar financial
measures to assess their marketing effectiveness (62% vs. 23% of all other
marketers) and
are more likely to indicate they are experiencing much greater growth than
their competitors
(55% vs. 13% of all others).

“Lead generation marketers are managing and improving their effectiveness
with sales, revenue and
ROI metrics that drive business performance,” said Jim Lenskold, President
of Lenskold Group. “The
adoption of marketing automation, strengths in measurement capabilities and
continued improvement
in ROI capabilities are clearly associated with higher performance.”

Measuring and reporting on marketing’s sales and revenue impact is a clear
practice for higher growth
companies,” said Jeff Pedowitz, President and CEO, The Pedowitz Group.
“Those who have not yet
started on this journey to Revenue Marketing need to understand the benefits
in terms of achieving
predictable growth through marketing contributions.”

The full 29-page report, available at www.lenskold.com/LeadGenROI_2011 for
free download,
includes an executive summary, recommendations, and detailed findings. The
report also includes
sponsor commentary from The Pedowitz Group (www.pedowitzgroup.com), a
company that
specializes creating repeatable, predictable and sustainable revenue streams
and connecting
marketing to revenue.
# # #

About Lenskold Group
Lenskold Group delivers deeper insights that lead to smarter marketing and
more profitable
performance. Lenskold Group offers one of the most comprehensive and
innovative approaches to
applying marketing ROI techniques and tools to plan, measure and optimize
marketing strategies
toward maximum profitability. Since 1997 the firm has delivered high-quality
consulting and marketing
services to generate profitable growth for a broad range of Fortune 500 and
emerging mid-market
client companies. Company President and Founder, Jim Lenskold, is author of
the award-winning
book, “Marketing ROI, The Path to Campaign, Customer and Corporate
Profitability.” To learn more
about Lenskold Group and its innovative services, visit the Lenskold Group
website at

About The Pedowitz Group – Connecting Marketing to RevenueT
The Pedowitz Group (TPG) is the world’s largest full-service revenue
marketing agency and recently
earned the #12 spot on the Atlanta Business Chronicle’s Top 50 List of
Fastest Growing Private
Companies. Through a focus on marketing and sales automation solutions, TPG
helps global clients
execute demand generation strategies that generate repeatable, predictable
and sustainable top-line
revenue results. Services include strategy, system selection,
implementation, creative services and
outsourced demand generation for such industry leaders as Comcast, Deutsche
Bank and Palace
Sports and Entertainment. For more information on how TPG helps clients
become successful
Revenue MarketersR, visit www.pedowitzgroup.com or blog.pedowitzgroup.com.

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