Summary
Despite organizations investing heavily in progressing opportunities, the reality is that the buyer’s journey isn’t linear, and opportunities rarely progress from targeted to closed without stops, stalls, and shifts along the way. While much of marketing focuses on identifying and activating new buying groups for sales qualification, frontline marketers also have a strong role to play once deals detour. In this report, we explore adaptive program treatments for deals that detour and show how frontline marketers can help revive opportunities that have stalled or fallen out of sales’ active queue.
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