"Realizing we have a longer sales cycle has made forecasting even more important for us. It also shows Marketing exactly what we need to do, and when, to affect our results. It has also prevented us from reacting unnecessarily to fix a problem that wasn’t a problem. That saved our company from wasting both marketing time and money that we instead kept deployed on the right priorities. Our persona-based marketing and our focus on the stage of the sales cycle let us create the right content for the right recipient at the right time."