The Reality of the Market Is Smaller and Shrinking Markets

The reality of the market right now is smaller and shrinking markets, generally very competitive, blind buyer journeys. There seems to be a trend towards bigger buyer groups, longer sales cycles, fewer deals. It's harder to generate predictable revenue these days. We're starting to see a more considered effort to understand the concepts behind demand creation,. Demand capture, and the idea of customer marketing. And so when you look at individual programs, it becomes clear that a couple of the things where a lot of money is being spent are not delivering ROI," he said.