In a survey of 1900 marketers cited in Marketing Sherpa’s “2012 Lead Generation Benchmark Report,” just over half of them committed their entire team to all marketing responsibilities, inbound and outbound. The others reported splitting up people according to specific tactics or marketing channels. Now’s the time to bring the factions together. As Erin Miller of Gantt Huberman Architects told Sherpa, “there should be a healthy balance within marketing teams to share responsibilities, as well as assigning ‘trusted advisers’ to responsibilities that require more than general knowledge.”
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