November 8, 2018 Does Your MarTech Stack Support Your Customer Experience Goals? Kevin Joyce — Your CEO has finally caught the customer experience fever and embraced customer experience as the new competitive battleground. As a result, she is empowering all functions to propose 2019 budgets that induce the organizational transformation from product-centric to customer-centric. As CMO you are naturally elated, but where do you start?
November 7, 2018 Walking the CX talk Debbie Qaqish — One of the high-priority initiatives I am seeing B2B companies adopt as we look into 2019 is transforming from being product-centric to customer-centric. From my vantage point, I see this type of transformation as one of the three BIG CMO challenges. The other two are adopting financial accountability and leading wider digital transformation…
November 6, 2018 Walking the CX talk Debbie Qaqish — Whether you’re assessing your own company’s status or considering how a potential employer is doing, follow these tips to determine whether a business is really dedicated to being customer-centric.
October 25, 2018 Are Cognitive Biases Causing You to Make Bad Marketing Decisions? Justing Yopp — A core way to add value to your organization if you are a marketing leader in the knowledge economy is to use data to make informed decisions. Data-derived insights guide marketers to make intelligent decisions, such as which markets to enter and what products to produce.
October 22, 2018 Lead Management for ABM Is Not What You Think It Is: Six Key Differences Debbie Qaqish — You’ve worked hard to put your lead management process in place. You have defined your waterfall and you have a well-running execution model for how to treat leads as they stream through the system. Lead scoring is working well. Fields are defined in CRM, and you have a steady flow of Sales-ready leads going to the business-development reps. Your machine is working, and now you are ready to begin an account-based marketing (ABM) program. Surely you can leverage the efficient machine you’ve already built for lead management, right? Wrong!
October 11, 2018 A Strategy for Successful Leadership of the Website Team Kevin Joyce — Does your website team try to dazzle you with reams of reports and statistics weekly, so much so that you cannot tell if the website is actually improving in performance? Should you care? If you look at SQLs by source, there is a good chance that the website is the best source of SQLs. So, yes, you should care. If you demand they structure their reports every week as I describe below, the result will be a focused team and an ever-improving website.
October 3, 2018 Sales Gets a Big Part of the Content Marketing Conversation at Content Marketing World Pamela Muldoon — 2018 marks the 8th year for Content Marketing World, the world’s largest conference dedicated to content marketing. 2018 also marks my 8th time as an attendee to this conference, and my 7th time as part of the speaker roster. This year, I chose to be a track moderator, introducing all of the presenters in one track on a single day, ensuring sponsors were mentioned and covering some general housekeeping for the attendees. I was assigned to moderate the Sales Track on Day 1, and my four presenters did not disappoint. Here are some key takeaways from my day…
October 3, 2018 Should Sales or Marketing Own ABM? Debbie Qaqish — Call me biased, but as an ex-sales professional, I think sales needs to own the ABM practice. Thanks to the tsunami of new technologies and the accompanying power shift to the customer, the worlds of marketing and sales have forever changed. In this evolving business environment, it is time to re-write a few rules including who owns ABM. This article will examine the pros and cons of sales owning the ABM practice and provide guidance for marketing if they prefer to keep this responsibility.
September 27, 2018 Breaking Tradition: Re-defining the Modern Sales Team Debbie Qaqish — I recently spoke with a marketing leader who was lamenting the static nature of sales leadership in her company. The CRO (chief revenue officer) was on a hiring tear for a sales profile he referred to as “door knockers.” I was absolutely floored when I heard this! Here we are living in the digital age complete with abundant demographic, behavioral and predictive data about prospects and customers that can be served up in real-time and this guy wants to hire “door knockers.” This particular CRO is running a traditional sales team. So, what does a modern sales team look like and what are the benefits?
September 13, 2018 5 Marketing Capabilities for Customer-Centric Digital Transformation Kevin Joyce — A couple of months ago we discussed what marketing capabilities are needed for a digital transformation. We narrowed the scope of the answer to just technology-related capabilities. Let’s now address the additional capabilities required to transform a traditional marketing organization into a modern revenue marketing machine.
September 6, 2018 Should Marketing Ops Be Centralized, Field-Based or Distributed? Debbie Qaqish — There is a bit of a tug-o-war going on in terms of where the MO function should sit in large organizations. On one side is corporate marketing. Corporate marketing believes that all MO functions are best kept as a centralized and shared services type of function. In contrast, field marketing believes they should own their own destiny and the technology to go with it. Who is right? It depends. There are pros and cons to each structure that we will examine in this article.
September 4, 2018 9 Steps To Operationalize CX And Achieve Advocacy Kevin Joyce — How can firms operationalize the customer experience and create customers for life? It is great to talk about it, make it a company-wide initiative, pound our fists on the boardroom table and commit to becoming customer-centric, but what are the actual steps marketing operations can take to operationalize the customer experience?
August 20, 2018 The next level of marketing maturity on stage at MarTech this October Scott Brinker — I’m going to declare that, as of August 2018, martech has crossed a threshold in maturity. And by martech, I mean the grand view of martech, the convergence of marketing, technology, and management practices across industries — and the hybrid marketing leaders who are driving the strategy and operations of that convergence.
August 16, 2018 4 Biggest Challenges of Content Gating Pamela Muldoon — The debate on whether or not to have gated content as part of an overall content strategy continues. There are definite pros and cons to asking your audience to provide their contact details in exchange for content. However, as a professional marketer, you cannot deny the great potential of using gated content to drive new leads into your database and begin moving them through the customer journey process.
August 16, 2018 Should You Centralize OR Decentralize Marketing Campaign Operations? Kevin Joyce — If you are a growing enterprise with regional and perhaps international locations, and you are going through a digital transformation and building out a marketing operations function, you must inevitably decide what to centralize and what to decentralize. For functions like data quality management or vendor management, centralization is an easy decision. The decisions around marketing campaign operations design and development are more difficult.
August 6, 2018 The Secret to ABM Success: How to Use Private Investigator Skills to Build a Winning Program Debbie Qaqish — You’ve probably seen the reports, case studies, and testimonials about the advantages of account-based marketing (ABM). But let’s be honest: Although some marketers are successful with ABM, many struggle to achieve its promised value.
Implementing a successful ABM program is a big, complex job requiring new thinking and new processes. It also requires a new role: the account private investigator, AKA account PI.
July 24, 2018 Is Your Marketing Operations Team Leading the Customer Journey? Debbie Qaqish — Mapping and operationalizing the customer journey are critical activities for today’s B2B marketer. As more companies turn away from product-centric strategies and embrace customer-centric strategies, the pressure mounts for marketing to lead the transition. Yet, how ready is marketing to step up to the plate and what prepares marketing for this challenge? Based on my work with hundreds of marketing organizations, when marketing has a strategic Marketing Operations (MO) department, marketing successfully leads the transition to being a customer-centric organization.
July 19, 2018 The Marketing Tech ROI Meltdown: 3 Trends Impacting Financial Performance Jeff Pedowitz — Much has been written about marketing technology (MarTech), from eight years ago when Gartner first predicted marketing would spend more on technology than IT until now, no one can argue there have been considerable growth and changes to the marketplace. When looking at this through the lens of a CEO, one has to ask the question – “Have we achieved a better ROI because of our focus on marketing technology?” If firms are really honest with themselves, the answer is a resounding no!
July 19, 2018 Why Capabilities Trump Skills in Digital Transformation A CMO embarking on the digital transformation of their marketing department recently asked me to prioritize what skills they needed for their fast-growing company.[…]There are hundreds of skills a marketing department could need, from copy-writing for blogs, video editing, podcasting, data analysis, budget management and public relations all the way to campaign design. The answer would not have been apposite. The real question is, “What marketing capabilities do we need to acquire in order to do digital marketing effectively?”
July 11, 2018 3 Steps to Cleaning Up Your Dirty Database Does this situation sound familiar? You have been tasked with implementing some new buzzwords in your marketing strategy, which sounds great and very exciting until you begin work on, say, an ABM project and realize very quickly that your database is too dirty and in some cases too lacking to actually support that type of advanced initiative. As you start to dig deeper, you realize the problems extend way beyond the surface, and there doesn’t really seem to be anybody in your organization who can account for why things are the way they are, let alone what needs to be done to fix the issues.
July 10, 2018 Customer Journey Mapping in 3 Steps Even with the wealth of customer data available through marketing technology today, few marketers validate critical customer journey work by talking with actual customers. This lack of real customer insight clouds any idea of the customer journey your team might have. You cannot simply sit in a room and make stuff up based on a hunch. Marketers must engage directly with customers to identify their challenges and solve them.
July 10, 2018 5 Common Mistakes B2B Marketers Make When Gating Content Choosing whether or not to gate your content has become a big topic of discussion among marketing professionals. There are definite pros and cons to the content gating decision, but once you decide to gate your content for your audience, there are some common mistakes that can be avoided with a little preparation and forethought to your gating process.
June 27, 2018 Using Technology As The Basis For Building The “Path To Sales Mastery” May Be A Bit Ambitious The path to sales mastery is filled with ambiguity — largely arising from the role of CRMs and the way sales professionals leverage technology to support the fundamental tenets of selling to the focused-groups. In a candid chat on sales mastery with Scott Benedetti, Vice President of Sales, The Pedowitz Group, we attempt to clearly measure the role of CRMs and sales automation technologies for modern business development teams.
June 21, 2018 How to Connect Digital Media Spend to Revenue Results Besides content and labor, digital media spend is likely one of the largest pieces of the budget. But is it being well spent? How can you tell? The media team and their agencies use a lot of new buzzwords to describe where it is being spent, but at the end of the day CMOs want to know exactly how much revenue that budget drove.
June 20, 2018 How to Stop Your MO Group from Regressing Debbie Qaqish: Two kinds of MO groups exist today – those who are innovating and growing and those who are regressing. Since I’ve written extensively about the first group, let’s focus here on the second group – the Regressors.
June 19, 2018 Expanding Marketing KPIs from Performance to Predictive Savvy marketers understand there are two types of KPIs – key performance indicators and key predictive indicators. Most marketers only concern themselves with performance indicators, missing out on critical data points for effectively managing their marketing. Marketers should refocus their attention on predictive indicators if they want to be effective managers and stewards of the resources under their charge.
June 19, 2018 Are Your Communication Skills Hindering Your Marketing Career? One of the key changes in the role of marketing today is how much interaction and engagement marketing needs to have with other functions in order for marketing to attain their own stated goals. New responsibilities require marketers to acquire a new skill set to be successful. While the most obvious skills are technical, a skill set that is largely ignored, but is the foundation of modern marketing is communication.
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.
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.
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.
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?
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?
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.
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.
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.
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