Oracle's recent acquisition of Compendium set the marketing world abuzz about the role of marketing automation and content marketing.

But that conversation should include how demand generation and data management fit into the picture, NetProspex argues.

After all, best-in-class marketing data management keeps your marketing data unified, accurate, and actionable, increasing efficiency and decreasing the number of leads needed to generate each sale, according to the following NetProspex infographic.

Moreover, companies with best-in-class marketing data management incorporated into their demand-generation engine require only 68 leads per acquisition, The Aberdeen Group reports.