Aberdeen Group Break World “Leverage” Record!
3 October, 2007
This morning I received in my inbox an Aberdeen Group report entitled Demand Generation Automation – Kick-Start your Business. Whilst the report was most useful from a marketing point of view, the author was clearly on a bet to use “leverage” as often as possible.
Here are some examples:
Best-in-class companies heavily leverage technology to manage leads
Best-in-class are two times more likely than Laggards to leverage a centralised repository for performance metrics
38% of Best-in-class currently leverage or plan to leverage an agency solution for demand generation
Based on other capabilities, these resources are clearly leveraging performance metrics
Industry average organisations may be more likely to leverage mass email through a CRM system
Laggards, on the other hand, are also more likely to leverage the low-cost email channel
Leverage technology to improve customer intelligence
Best-in-class use of CRM is an excellent example of how organisations should leverage demand generation technology
AAAAGGHH!!! PLEASE MAKE IT STOP!!! And have you spotted a common thread in all those examples? That’s right – in each case, the ‘L’ word could quite easily be replaced by “use”. Madness. Utter, utter madness.