When we think of customer education, lead generation and pipeline contribution are not tasks that immediately come to mind. After all, customer education is largely about helping existing customers learn our products so they can do their jobs better. Terms like lead generation and pipeline contribution are "marketing speak." Customer education teams should focus on helping customers learn and marketing should worry about generating leads and brining potential new business to the sales team, right?
In a recent post on diginomica, Marketo CEO, Phil Fernandez, was quoted as saying, "I believe the single biggest growth limiter for our market at large, in fact, is customer education." Fernandez goes on to say that the marketing automation space is "still a market that is in the learning and skill-building phase." This is true for many emerging and fast growing software technologies, which are requiring an increased investment in customer education to fuel growth and adoption of the technology with an increased pool of talent.