In the corporate environment, we see over and over again that instead of striving to use laser-focused marketing strategies to cause real business outcomes, team/department cultures are built around production quantity and busy-ness. That is, rather than saying "We need to achieve X for the business, so let's work on Y marketing activities," the mindset is increasingly "We have 15+ marketers on staff, and we have to justify that our department size and budget are warranted, therefore we need to squeeze as much "stuff" out as possible. The more visible to executive leadership, the better."
If there is one piece of ‘must have’ software in the marketing industry, it’s Salesforce — at least that’s what can be assumed based on the fact that companies are dumping 10s and 100s of thousands of dollars into licensing the tool every year. But what we’ve found over and over again is that despite the huge price tag, very few companies are actually confident in their use of the tool.