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Tying Activity To Revenue, Integrating Channels Cited As Top Challenges In New CMO Survey

A new survey of CMOs at BtoB and BtoC companies showed heads of marketing are still struggling to integrate channels and tie activity to revenue. The new joint survey of more than 100 CMOs, conducted by Aprimo with Argyle Executive Forum’s CMO Leadership Community, was taken during the 2010 CMO Spotlight Forum in April of 2010. The survey found nearly 40% of marketers feel their ability to correlate marketing activities to revenue and ROI is broken.

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