1. We regularly work with marketing executives who insist that we do mailings before we call.  We find that this is a waste of time and money since most of the mailings go to the wrong people and are trashed.  It's amazing the cost of some of these mailings, too.  One of our clients sent out 100 VCRs with a prepared video message.  We recommend calling the targeted companies first to determine if the company is a good fit for the client and, if so, identify the targeted individual(s).  Then mail if you must.  We suggest talking to the targeted individuals to determine if there is need before proceeding further.
2. A client insisted on placing a full-page ad containing an 800 number (we were to answer) in the Wall Street Journal for several days.  You can image the cost of this.  As you might imagine, we got two calls.  Neither had anything to do with the product being advertised.
3. A major Fortune 500 company spent $80,000 mailing invitations for a webinar.  Subsequent to the mailing we were engaged to call the same database as follow-up.  Meta registered over 100 executives who attended the Webinar.  Only one person we spoke to remembered receiving the mailing.  So figure the cost of marketing on this mailing.

Isn't it time Marketing became more accountable for their actions/efforts?  Sales would benefit.