In my Twitter feed this morning, I came across a statistic that got my attention. Here it is. According to the American Marketing Association, 90% of marketing deliverables are not used by sales. WHAT?! 90%?! As a marketer, I am well aware that the sales team doesn’t always use the materials marketing creates for them. But 90%? OUCH. Why is that? Are we really so disconnected from our sales team (and apparently our customers too) that 90% of what we create never gets used to actually close...
