Good morning, Marketer, and digital transformation is far from over.

Listen to some people in the space and you’ll hear that digital transformation is done and dusted. Well, not literally, because we can expect to see new challenges and new channels, so aspects of digital transformation will continue to need to be addressed. But, partly thanks to the pandemic, businesses and marketing organizations are basically at home in the digital world.

That doesn’t sit so well with data I’ve been looking at recently. LeanData’s “The State of B2B Lead Management 2022” seeks to understand how B2B marketers are managing leads. In partnership with Outreach, Sales Hacker and Heinz Marketing, they interviewed some 1,700 relevant professionals. No fewer than 30% are routing leads manually — and that’s the number one method. Fewer are using marketing automation or CRM tools.

Let’s be honest. Digital transformation should be table stakes, especially in the B2B world where buyers are bringing B2C-based expectations of personalization and responsiveness. But if you think there aren’t marketing and sales orgs out there still using spreadsheets, think again.

Kim Davis
Editorial Director

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Quote of the day. “When you realize marketing needs to be revenue-accountable, you realize marketing needs to be involved at every stage of the sales process, not just till the hand-off. Hand-offs are where go-to-market strategies break down and why marketing organizations can hide behind MQLs or leads as their core accountability when they are really accountable to revenue.” Shiv Narayanan, CEO, How to SaaS.