The CMO Council's "Routes to Revenue" report found that only 15% of marketers were able to realize the full revenue potential of their existing customers. The report was conducted in 2008, when the financial markets were shifting due to rumors of ponzi schemes and sub-prime mortgages. The survey was conducted via email and gathered the panic that marketers were feeling as budgets were being slashed and new questions were being asked of teams. The report provides insights into the marketing mindset during one of the most volatile and dynamic moments at the dawn of the digital revolution.
