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YouTubeThe Pedowitz Group - Revenue Marketing
The Eloqua experiment how tying marketing comp to pipeline changed behavior
Back in 2004, I bought Eloqua and did something my marketing team hated: I tied 50% of their variable comp to leads getting accepted into the pipeline. You could hear them screaming from Atlanta to Seattle. But did it change behavior? Absolutely. Because here's the problem with marketing today—it's all activity mindset. "I gave you 500 MQLs ...
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