Summary
Tech marketers continue to place demand management as their primary objective with lead origination high on their spending plans for 2011. Yet they face a perfect storm as recessionary business pressures, demands for more sales pipeline and greater accountability result in closer scrutiny on their demand management budgets and return-on-investment numbers. In order to optimize investments and keep pace with market leaders, Forrester recommends that marketers upgrade analytical skills and institute a continuous improvement approach to demand management.
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