Counting the Losses
We all know the big thing in marketing today is analysis and measurement of ROI. These three letters make any marketing persons heart jump and pulse quicken as it is vital we show the continued value...
View ArticleThe Devil is in the Details
Years ago, I worked at a summer camp. One of the jobs I was given that summer was to help construct a play fort. I’m not talking about a little play house. I’m talking monumental, 75 feet across,...
View ArticleAnd the Objective is…?
More than once in my days at the various companies I’ve worked for, I would find myself sitting in a meeting when about half-way through, the thought would come to me: Why are we having this meeting?...
View ArticleHow Much?
I had an interesting question posed to me a couple of weeks ago: “What percentage of annual revenue should be allocated for marketing?” While it was a legitimate question, it betrayed the...
View ArticleFor the Wrong Reasons
"Metrics" has been a buzz word in marketing circles for a long time. It seems that more than ever, marketers are chasing the elusive ROI metric so they can prove that marketing really does make an...
View ArticleMeasuring for Dollars Helps Close the Gap
Over the last few days I have had a running discussion regarding the value and impact that marketing has on sales revenue. The debate isn’t about IF marketing affects sales revenue. After all, when...
View ArticleMetrics – Tying it all Together
When speaking to our clients on issues of lead management, the one topic that seems to get the most attention is metrics. As marketers, it seems that we are programmed to measure. We want to know the...
View ArticleFive New Year’s Resolutions for the B2B Marketer
Another year has come and gone and if anyone thought that 2009 was the year of the B2B marketer, then 2010 may have trumped it. I have said before that there is no better time to be in B2B Marketing...
View ArticleWhat’s Your ROI?
This week we are fortunate to have the winner of the 2010 B2B Twitterer of the Year, Michael Brenner, guest post and share his thoughts on Marketing ROI. Michael Brenner is a Sr. Director of Marketing...
View ArticleThe Characteristics of Revenue Generating Companies
In the last year the aspect of revenue, as it relates to marketing departments, has taken center stage. Both Eloqua and Marketo are at the forefront of the Marketing Automation space discussing...
View ArticleThe Reactive Demand Generation Strategy
Modern marketers need to be agile as a rule, able to adjust and to tweak plans as necessary to optimize the performance of everything. However, it’s critical to remain agile, but not to fall into the...
View ArticleWhy Benchmarks Matter – Relevant Data
Who doesn’t love to compare and contrast things, especially our own performance? Marketers care about performance perhaps a little more than other professionals because we need to know the success of...
View Article3 Steps to Improve Marketing and Sales Alignment
Whether you’re more like Ham or Smalls, chances are you’ve had a conversation with sales that included some miscommunication. Whether it’s unfamiliar terminology, information overload or inconsistent...
View ArticleStandardization – Keep it Consistent
This is the second post on marketing best practices, some of which you may not think impact your overall marketing effectiveness, like deleting old contacts, but they do in a big way. Standardization...
View ArticleThe Value of Velocity
This post first ran June 2015 on ANNUITAS.com The need for speed. Today’s enterprise marketer has it. The speed at which your buyers move through their buying process has a big impact on the results...
View ArticleHow to Spot a Tactical Marketer
Tactical marketers are everywhere – cloaked in their favorite colors from the branding guidelines, blasting the database while crouched behind a promising mission statement. I know how to spot them...
View ArticleSpecificity Matters
I do not claim to be an expert in Search Engine Optimization (SEO).. I know enough to generally cover all the bases, but that’s where my skills end. So, after returning from last week’s...
View ArticleA Structured Approach to Demand Generation Analytics
Big Data propaganda is rampant these days. One analytics vendor after another is selling you on their ability to analyze and make sense of “any” data. Demand generation leaders know it’s not true,...
View Article3 Benchmarking Rules
Individuals measure themselves in so many areas – we gather data, compare and contrast achievements, performance, revenue, strategies, fun (FOMA) and any number of the other areas. As with most things,...
View ArticleFour Tips to Maximize Your Data
As marketing and demand generation strategies become more and more data-driven, executives and analysts alike need to explore methods to maximize the value from the data they already have. Data gets a...
View Article
More Pages to Explore .....