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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...

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The 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,...

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And 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?...

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How 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...

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For 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...

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Measuring 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...

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Metrics – 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...

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Five 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...

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What’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...

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The 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...

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The 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...

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Why 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...

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3 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...

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Standardization – 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...

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The 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...

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How 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...

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Specificity 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...

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A 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,...

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3 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,...

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Four 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...

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