Groundbreaking Research Links Users of Integrated Marketing Automation to Revenue Marketing Success and Competitive Advantage


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Lenskold Group / Pedowitz Group 2012 Lead Generation Marketing Effectiveness Study Establishes Solid Case for Investing in Integrated Marketing Automation in 2013

ATLANTA, GA (September 18, 2012) The Pedowitz Group, the authority on Revenue Marketing Transformation™, announces the release of the 2012 Lenskold Group / Pedowitz Group Lead Generation Marketing Effectiveness Study. This unique report highlights how marketers using integrated marketing automation (marketing automation plus CRM) are outgrowing their competition by directly impacting revenue. Download:

Key Findings
• Companies outgrowing their competitors are more likely to use integrated marketing automation (66% vs. 50%).

• Companies using integrated marketing automation are more likely to have an organizational structure in place (49% vs. 24%) and key processes in place (56% vs. 22%) to manage lead gen marketing effectiveness.

• Companies using marketing automation and ROI metrics are much more likely to report an increase in total revenue marketing contribution (69% vs. 19%).

• In companies using marketing automation, 28% report an increase in revenue per sale.
Watch the CRMSoftware.TV video featuring study producers Debbie Qaqish and Jim Lenskold, as they share report highlights
“Companies want to know what they can expect from marketing automation from a ROI standpoint before they invest,” said Debbie Qaqish, Principal and Chief Revenue Marketing Officer, The Pedowitz Group. “They are now looking at how to run marketing as a profit center, not a cost center. Until now, little measurable data existed to help make this case.”
The 2012 Lead Gen Marketing Effectiveness study was conducted in August via an online survey distributed to Demand Gen Report’s subscriber base. The sampling was supplemented by The Pedowitz Group’s contacts and social networks. Input was gathered and analyzed from 373 B2B marketers, across the globe. The largest portion of those surveyed worked for companies with annual revenues higher than $50M (38%) operating in the technology space (41%).
“Executives can bring lead generation effectiveness to higher levels with marketing automation that is supported with processes, sales alignment and measurement of key outcomes including ROI and revenue,” says Jim Lenskold, President of Lenskold Group. “Driving growth and financial contribution demonstrates marketing accountability and earns credibility.”
Download the 2012 Lenskold Group / Pedowitz Group Lead Generation Marketing Effectiveness Study:
About Lenskold Group
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. Lenskold Group combines financial discipline and a unique blend of measurement methodologies to deliver practical solutions that establish accountability and credibility for marketing organizations. The company has delivered high-quality consulting and marketing services to generate profitable growth for a broad range of client companies since 1997. The senior management team of accomplished professionals provides cohesive and comprehensive solutions in the area of marketing ROI processes, measurements and analytics. 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 or call 732-292-2600.
About The Pedowitz Group – Connecting Marketing to Revenue™
The Pedowitz Group, an Inc. 500 company, is the world’s largest full-service Revenue Marketing Agency. A two time Pacesetter winner, The Pedowitz Group helps global clients transform their marketing organizations from cost centers to revenue centers by assessing and optimizing six controls: strategy, people, process, technology, content and results. As the authority on Revenue Marketing Transformation™, the company has helped over 1000 clients begin the journey to driving predictable, repeatable and scalable revenue results. The Pedowitz Group customers have won over 20 nationally recognized awards for their Revenue Marketing excellence. For more information on how The Pedowitz Group helps clients become successful Revenue Marketers®, visit or call us at 855-REV-MKTG or visit

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