Laura Smith
Acme Software
Laura Smith is the CMO for Acme Software, a $50 million solution provider in a competitive technology sector. Laura’s team has been feeding leads from events, white papers and webinars into the company’s Salesforce.com CRM database, but the sales team has complained that the quality of the leads is poor and few are turning into actual pipeline opportunities. Given the challenging economy, Laura cannot afford to take on more headcount, and the CEO has been scrutinizing any and all new investments.

Jane Smart
Director of Interactive Marketin
Jane Smart, the director of interactive marketing on Laura’s team, has been pushing to implement a demand generation solution, but Laura is nervous that implementing a new system could further stall the flow of leads. Fearful that new processes and systems will be time consuming and costly, Laura decides it is safer to invest in some new events, hoping to generate more qualified leads.