May 25, 2018 Rise of the Revenue Analyst in MO As we throw everything but the kitchen sink at the MO group, their responsibilities have greatly expanded beyond optimizing technology for marketing. Yet, 99% of the MO groups I talk and work with, have no direct revenue accountability. </em
May 24, 2018 How Top CMOs Leverage MBOs to Drive Accountability and Performance Management by objectives (MBO) is a management theory introduced by Peter Drucker in his 1954 book, “The Practice of Management.” MBOs improve organizational performance by defining objectives agreed to by both management and employees. According to its time tested principles, having a say in goal setting and action plans encourages participation and commitment among employees, and aligns objectives across the organization.</em
May 16, 2018 The ‘Fearless Marketer’ Captures The Essence of the Marketo Nation Summit 2018 The theme, “The Fearless Marketer”, was a perfect choice as it truly captures the essence of Marketo’s competitive advantage in the marketplace. The marketing powerhouse is currently focused on these four key areas, which were echoed throughout the Summit: The Engagement Platform; Sales and Marketing Alignment; AI (Artificial Intelligence) and Analytics.</em
May 16, 2018 How to Cure Marketing Fatigue Syndrome Just what you need: another acronym. Yet, I bet this one will resonate. It’s called MTFS and it stands for martech fatigue syndrome. Does this hit a nerve?</em
March 29, 2018 CMO Accountability: What’s the Time Horizon? What are CMOs held accountable for at the end of the year? Let’s say we invest 5 percent of revenues in a given year in marketing, what do the CEO and the board of directors expect in return?</em
March 29, 2018 The Wrong Way to Buy MarTech Technology plays a huge role in the ability to successfully make this transformation. That said, there is a right way and a wrong way to buy technology and too many marketers are doing it the wrong way. This article looks at the why, how and who of buying marketing technology to facilitate a successful marketing transformation.</em
March 21, 2018 Is Acquisition Tunnel Vision Cutting you CLVs Short? How is the CMO’s role evolving and what new skills will be needed to perform modern marketing tasks better? The questions don’t stop there! Debbie shares her thoughts on all this and more.</em
March 16, 2018 ABM: The CMO’s Silver Bullet It’s no secret that today’s B2B CMO is under a full-scale assault to drive tangible, measurable revenue results. The CEO, executive leadership, the board and the firm’s stakeholders have had it with mega marketing budgets that show no business results.</em
February 1, 2018 A RM Journey: The Conclusion Sixteen months ago, we started the revenue marketing journey together. We defined revenue marketing as the combined set of strategies, processes, people, technologies, content and result measurements across marketing and sales.</em
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