The Two Documents Necessary to Becoming Customer Centric

Want to become Customer Centric? To do so, marketing teams will need to develop their buyer personas and customer journey.

Posted by Pamela Muldoon
On 02/22/2019
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Operationalize Strategy, People and Process: An On-Demand Digital Workshop

Do you want to know how to become customer-centric? Debbie Qaqish helps us operationalize strategy, process and people, the first three controls needed for revenue marketing transformation.

Posted by The Pedowitz Group (TPG)
On 02/21/2019
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CMO Insights: Mike Westgate, VP of Marketing at Briggo

In this episode, Jeff talks with Mike Westgate, VP of Marketing at Briggo. They discuss connected coffee and how Briggo aspires to enhance the coffee experience through technology, location based marketing and scaling to new markets with a small marketing team.

Posted by The Pedowitz Group (TPG)
On 02/19/2019
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Outrageous Acts of Marketing: What Demand Generation Marketers can Learn from the Super Bowl Cola Wars

In the new blog series “Outrageous Acts of Marketing”, Majda Anwar breaks down Pepsi and Coco-Cola's marketing efforts during the Atlanta Super Bowl in 2019.

Posted by Majda Anwar
On 02/14/2019
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Building a Strategic Plan to Adopt Customer Centricity: An On-Demand Digital Workshop

Do you want to know how to become customer-centric? Debbie Qaqish provides a full outline for a strategic plan to operationalize the shift to customer centricity.

Posted by Majda Anwar
On 01/30/2019
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CMO Insights: Julie Roehm, Chief Experience Officer and CMO, ABRA Auto Body and Glass

On this episode of CMO Insights, Jeff sits down with Julie Roehm, Chief Experience Officer and CMO at ABRA Auto Body and Glass. They discuss creating a personal (rather than generic) customer experience, mapping the customer experience in the collision industry, and much more.

Posted by The Pedowitz Group (TPG)
On 01/29/2019
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CMO Insights: Ben Lazar, Chief Marketing and Product Officer, Payspan

In this episode of CMO Insights, Jeff interviews Ben Lazar, Chief Marketing and Product Officer of Payspan. They discuss the difficulties of personalization at scale, achieving high value in your messaging, and the impact of AI on marketing.

Posted by The Pedowitz Group (TPG)
On 01/22/2019
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How to Adopt Customer Centricity in a Product-Centric World {Webinar Registration}

Why is customer-centricity important? Explore the answer to that question and more January 29th as Debbie Qaqish provides a full description of why B2B businesses have no choice BUT to become customer-centric to stay competitive. Don't miss it!

Posted by Debbie Qaqish
On 01/18/2019
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Rise of the Revenue Analyst in Marketing Operations

It's a new role for marketing operations and your team may want to consider it. Debbie Qaqish breaks down why the Revenue Analyst is a key position you want to consider for your future marketing team.

Posted by Debbie Qaqish
On 01/17/2019
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CMO Insights: David Reske, Founder and President, Nowspeed

On this episode of CMO Insights, Jeff sits down with David Reske, Founder and President of Nowspeed. They discuss how digital marketing can change the world, how important it is to adapt to rapidly advancing technology and the next big trends - AI and big data.

Posted by The Pedowitz Group (TPG)
On 01/15/2019
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CMO Insights: David Green, Director of Marketing, LeadCrunch

In this episode of CMO Insights, Jeff sits down with David Green, Director of Marketing at LeadCrunch. They discuss AI and how it's helping us crunch through big data to better understand the customer journey.

Posted by The Pedowitz Group (TPG)
On 01/08/2019
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CMO Insights: Steven Cook, Contributing Editor, CMO.com by Adobe

In this episode of CMO Insights, Jeff Pedowitz sits down with Steven Cook to talk about the inspiration behind Steven's book on innovation "Insights on Impact Innovators" and disruption in the world of marketing.

Posted by The Pedowitz Group (TPG)
On 12/26/2018
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CMO Insights: Ruth Stevens, President, eMarketing Strategy

Jeff Pedowitz talks with Ruth Stevens, the President of eMarketing Strategy. They discuss the trend of more conservative buying behavior in B2B marketing as well as how to execute ABM within sales and marketing environments.

Posted by The Pedowitz Group (TPG)
On 12/21/2018
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CMO Insights: David Green, Director of Marketing, LeadCrunch{ai}

In this episode of CMO Insights, Jeff sits down with David Green, Director of Marketing at LeadCrunch{ai}, to talk about how AI is changing marketing as we know it.

Posted by The Pedowitz Group (TPG)
On 12/18/2018
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Jeff Pedowitz interviews Paul Johnson, Chief Marketing and Product Officer at Displayit. They discuss the latest trends and displays that stand out at trade shows and much more.

Posted by The Pedowitz Group (TPG)
On 12/11/2018
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CMO Insights: Chandar Pattabhiram, CMO, Coupa Software

Jeff sits down with Chandar Pattabhiram, CMO at Coupa Software, to discuss the trickle-down effect of company culture - it starts with leadership - and much more.

Posted by The Pedowitz Group (TPG)
On 12/04/2018
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CMO Insights: John Kottcamp, Chief Marketing Technologist & CMO, Tahzoo

Jeff Pedowitz talks with John Kottcamp, Chief Marketing Technologist & CMO at Tahzoo. They discuss the scope of a CMT's role, the ability to deliver relevant content to customers and how tech can help align Sales and Marketing.

Posted by The Pedowitz Group (TPG)
On 11/27/2018
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CMO Insights: Sal Patalano, Chief Revenue Officer, Lenovo Software

Jeff Pedowitz interviews Sal Patalano, Chief Revenue Officer of Lenovo Software. They discuss the definition and role of a Chief Revenue Officer, how to erase the line between Sales and Marketing and why collaboration doesn't work anymore.

Posted by The Pedowitz Group (TPG)
On 11/21/2018
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Becoming Customer-Centric: A tale of a NextGen Marketing Operations Organization

Marketing operations maturity means making the full pivot to being a customer-centric marketing organization. Though B2B marketers struggle with this, it can be done. Debbie Qaqish shares some tips on moving towards a full customer-centric MO.

Posted by Debbie Qaqish
On 11/20/2018
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CMO Insights: Shane Lennon, @VirtualCMO

Jeff Pedowitz sits down with Shane Lennon, @VirtualCMO, to discuss a new perspective on alignment between sales, marketing, and the product team, studying the customer lifecycle journey and how we can deliver lifetime value to our customers.

Posted by The Pedowitz Group (TPG)
On 11/19/2018
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How to Cure Marketing Fatigue Syndrome

It seems every day there 's a new marketing technology to demo or a new software platform to check out. The MarTech landscape has grown exponentially over the past few years, causing for many, MTFS; Marketing Fatigue Syndrome.

Posted by Debbie Qaqish
On 11/16/2018
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CMO Insights: Christine Nurnberger, CMO, Bottomline Technologies

Jeff sits down with Christine Nurnberger, CMO of Bottomline Technologies, to talk about an attitude of fearlessness and how that helps shape her team as well as how deploying the right technology helped increase pipeline and double leads without increasing her budget.

Posted by The Pedowitz Group (TPG)
On 11/15/2018
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The Role of the Datanista on the Customer Journey: How to Harness Psychic Prowess for Competitive Advantage

Data is critical to measuring the success of your marketing initiatives. Debbie Qaqish discusses the four types of "datanistas" and what defines each of these different types for your organization.

Posted by Debbie Qaqish
On 11/14/2018
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CMO Insights: Patrick Giusti, Head of Sales & Marketing, Mad Street Den

Jeff Pedowitz sits down with Patrick Giusti, Head of Sales & Marketing at Mad Street Den to discuss the challenges of running a start up and how new technology makes it easier. They also talk about what it takes to run Sales and Marketing at the same time as well as the characteristics of a successful salesperson.

Posted by The Pedowitz Group (TPG)
On 11/13/2018
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How to Overcome 3 Major Challenges with Strategic Marketing Operations

CMOs today face many varied and difficult challenges. Among these challenges are guiding their firms in digital transformation, being held accountability for revenue and becoming more customer centric. The strategic marketing operations function gives CMOs the ability to overcome these challenges and thrive in today's fast-paced marketing world.

Posted by Debbie Qaqish
On 11/08/2018
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CMO Insights: George Bailey, Co-Founder & Host of Choose The Nickel

Jeff Pedowitz sits down with George Bailey, co-founder and host of Choose The Nickel (as well as CMO at Vanguard International Advisory Group). They discuss the purpose and design of the Choose The Nickel podcast, strategies for establishing value, and handling priorities in a startup.

Posted by The Pedowitz Group (TPG)
On 11/06/2018
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Marketing Accountability: Who Owns What and Why It Matters

To become a true center of excellence, marketing operations must define which marketing group is responsible for the various necessary and important areas that make up the marketing department. Kevin Joyce helps you define the criteria to ensure you are setting up accountability with your teams.

Posted by Kevin Joyce
On 10/26/2018
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Becoming Customer-Centric: A Tale of a Changing Marketing Operations Organization

Debbie Qaqish breaks down the customer-centric marketing operations (MO) model as well as the five stages of the marketing operations maturity model.

Posted by Debbie Qaqish
On 10/24/2018
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Are You Riding the Marketing Tech Wave or Just Being Pulled Under?

Jeff Pedowitz takes a look at two marketing trends that will continue to grow and be a vital part of marketing in the very near future: artificial intelligence and conversational web.

Posted by Jeff Pedowitz
On 10/19/2018
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Go Where the People Are: A CMO’s Perspective on Digital Transformation

Digital transformation is an important phenomena sweeping through the marketing universe. Customers and prospects are now using digital platforms to communicate forcing businesses to change the way they market to consumers in both B2C and B2B. This series will cover what digital transformation is and how you can do it successfully.

Posted by Kevin Joyce
On 10/18/2018
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How the C-Suite Benefits from a Strategic Marketing Operations Function

A strategic marketing operations group runs marketing like a business. When this happens, there are benefits for the CMO, the CFO, the sales team and the executive team.

Posted by Debbie Qaqish
On 10/17/2018
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Is Acquisition Tunnel Vision Cutting Your Customer Lifetime Value Short?

Are you focusing most of your marketing efforts on new new leads? Read more to find out how build solid synergy with your lead management practice and your customer engagement practice to expand account possibilities.

Posted by Debbie Qaqish
On 10/10/2018
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CMO Insights: Kira Mondrus, CMO, QASymphony

Jeff Pedowitz sits down with Kira Mondrus, CMO at QASymphony, to discuss building a marketing team from the ground up, streamlining a MarTech stack and removing redundant tech and the challenges associated with becoming a global company.

Posted by The Pedowitz Group (TPG)
On 10/09/2018
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Core Organizational Ingredients of the Ever-Expanding Marketing Operations Function

Debbie Qaqish takes on the organization of functions surrounding marketing operations. Marketing ops has exploded into the marketing scene in just the last two years as a new and critical function for CMOs. Debbie examines the key elements of revenue-focused MO organizations and how they are structured.

Posted by Debbie Qaqish
On 09/28/2018
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How to Focus on Customer Centricity in 2019 (On-Demand Webinar)

How do you budget for customer centricity? Read on to learn more about how to take the customer journey from a line item to a fully funded initiative that brings every department in the company into alignment behind a set standard and goals.

Posted by Debbie Qaqish
On 09/26/2018
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Are You Creating a Data-Driven Organization?

Having a data-driven mindset and being able to make data-driven decisions are admirable qualities in an organization, but how do you know if you're organization is truly data-driven?

Posted by Justin Yopp
On 09/14/2018
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The Wrong Way to Buy MarTech

Debbie Qaqish explores the why, how, and who of buying marketing technology in today's ever-changing marketing operations landscape.

Posted by Debbie Qaqish
On 09/07/2018
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How to Map an Incredible Customer Journey – Register for Our August 21st Webinar!

Mapping the customer journey can be more than just a theoretical idea. To begin operationalizing your customer journey map, recognize that mapping the customer journey is a team sport, start gathering data, and choose a good coach.

Posted by Debbie Qaqish
On 08/15/2018
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CMO Insights: Will Wiegler, Senior Vice President and CMO, SpringCM

In this episode of CMO Insights, Jeff Pedowitz sits down with Will Wiegler, Senior Vice President and CMO at SpringCM, to discuss the blend of art and science that is marketing, the importance of measuring results and the MarTech revolution.

Posted by The Pedowitz Group (TPG)
On 08/14/2018
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The Pros and Cons of Marketing Operations as a Corporate vs. Field Function

Debbie Qaqish explains marketing operations as a capability that can be leveraged by an enterprise either centrally or in the field. However, the wild card is customer focus because a competitive advantage can be gained based on the strength of your customer relationship.

Posted by Debbie Qaqish
On 08/03/2018
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The Wrong Way to Buy MarTech

Debbie Qaquish explores the why, how and who of buying marketing technology in today's ever-changing marketing operations landscape.

Posted by Debbie Qaqish
On 07/27/2018
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CMO Insights: John Steinert, CMO, TechTarget

Jeff Pedowitz sits down with John Steinert, CMO of TechTarget, to discuss balancing short term needs/results with long term performance, why building the reputation and brand of a company is critical and why marketing has not yet earned the right to manage the customer experience end-to-end.

Posted by The Pedowitz Group (TPG)
On 07/25/2018
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Marketing Operations 2.0: Defining the New Organizational Structure

Debbie Qaqish provides insight into strategic MO structure and the skills these new MO roles require, including accountability, customer intimacy and digital transformation.

Posted by Debbie Qaqish
On 07/12/2018
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Quantifying the Customer Journey: Register for our July 17th Webinar!

Debbie Qaqish breaks down the three challenges to successfully operationalizing and measuring the results of your customer journey. Get a head start here and then register for our webinar "Quantifying the Customer Journey" taking place on July 17th!

Posted by Debbie Qaqish
On 07/11/2018
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CMO Accountability: What’s the Time Horizon?

Kevin Joyce continues his conversation on CMO accountability withe the discussion of time horizons and how they affect the planning process.

Posted by Kevin Joyce
On 07/06/2018
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Revenue Marketing Is NOT Optional

Debbie Qaqish, Chief Strategy Officer for The Pedowitz Group, challenges B2B CMOs to ask a few key questions of themselves and their organization. The right answers to these key questions are critical for your company to move toward a revenue marketing operation.

Posted by Debbie Qaqish
On 07/05/2018
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CMO Insights: Martin Mongiello, CMO and General Manager for the U.S. Presidential Culinary Museum

Jeff Pedowitz talks with Martin Mongiello, CMO and GM of The US Presidential Services Center about the importance of building true relationships with customers, why it's a mistake to go all digital and creating dialogues on your social media channels.

Posted by The Pedowitz Group (TPG)
On 07/04/2018
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3 B2B Marketing Changes that Will Define 2018

B2B customers now require a B2C experience. Debbie Qaqish explains why today's marketing operations must take ownership of digital transformation, business accountability and the full customer experience.

Posted by Debbie Qaqish
On 07/02/2018
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TPG ONE™: A New Approach to the Customer Journey

It's time to reimagine the marketing funnel. Learn how B2B companies can move toward what Debbie Qaqish refers to as 'the customer engagement economy' by embracing that the customer is control. Download our latest white paper on TPG ONE.

Posted by Debbie Qaqish
On 06/28/2018
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CMO Insights: Michele Chambers, Former CMO, Anaconda

CEO of TPG Jeff Pedowitz talks with Michele Chambers, former CMO of Anaconda, about optimizing the customer journey, creating content strategies that align with the customer journey and using MarTech to drive demand generation engines.

Posted by The Pedowitz Group (TPG)
On 06/26/2018
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Marketing’s New Role in Product and Service Delivery

This is the first post in a blog series that will address the three greatest challenges facing marketing in 2018. Kevin Joyce breaks down the 5 basics of marketing accountability.

Posted by Kevin Joyce
On 06/22/2018
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CMO Insights: Steven Bonacorsi, President of International Standard for Lean Six Sigma

Jeff Pedowitz sits down with Steven Bonacorsi, Founder of the Lean Six Sigma Group, to discuss the history and growth of Lean Six Sigma as it evolved with smart phones and social networks.

Posted by The Pedowitz Group (TPG)
On 06/21/2018
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CMO Insights: Lisa Agona, CMO of Ensono

Jeff Pedowitz sits down with CMO of Ensono Lisa Agona to talk about strategies for rebuilding a brand, building a marketing team from the ground up and how the marketing field has changed over time.

Posted by The Pedowitz Group (TPG)
On 06/19/2018
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4 Reasons CMOs Are Top Candidates for CEO Succession

The time has arrived for the CMO to lead the customer journey within the company. Here are 4 reasons the CMO is set to become the next CEO.

Posted by Debbie Qaqish
On 06/15/2018
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CMO Insights: Kyle Lacy, VP of Marketing, Lessonly

Jeff Pedowitz sits down with Kyle Lacy, VP of Marketing at Lessonly, to discuss strategic priorities in the customer journey, positioning and messaging in the market and remaining agile in the ever changing world of revenue marketing.

Posted by The Pedowitz Group (TPG)
On 06/12/2018
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CMO Insights: Mandira Mehra, CMO, MRI Software

Jeff Pedowitz sits down with Mandira Mehra, CMO at MRI Software. They talk about how to manage rapid growth, reposition brand and identity, and embrace change in order to leverage greater growth in the market.

Posted by The Pedowitz Group (TPG)
On 06/07/2018
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How Marketing Operations Chooses Wisely Between Bright, Shiny Objects

Marketing technology has grown by leaps and bounds over the past few years. Choosing the right technology for your company requires planning, preparation and asking key questions.

Posted by Kevin Joyce
On 06/06/2018
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CMO Insights: Cynthia Gumbert, SVP of Marketing and Analytics at Quick Base

Jeff Pedowitz sits down with Cynthia Gumbert, SVP of Marketing and Analytics at Quick Base, to talk about the transitions and rapid growth QuickBase is experiencing since leaving Intuit. They also discuss the new company values, customer focused teams, and the Customer Journey.

Posted by The Pedowitz Group (TPG)
On 05/29/2018
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Who Owns the Customer Journey?

Debbie Qaqish recaps the "Who Owns the Customer Journey?" webinar hosted by TPG May 22, 2018. Learn why customer experience is a growing conversations in companies and next steps needed for your organization to become more customer centric.

Posted by Debbie Qaqish
On 05/24/2018
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CMO Insights: Alexandra Shapiro, CMO

TPG's Jeff Pedowitz sits down with Alexandra Shapiro, CMO, to talk about driving the customer experience from the viewpoint of marketing.

Posted by The Pedowitz Group (TPG)
On 05/23/2018
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CMO Insights: Jeanne Hopkins, Executive Vice President and CMO, Ipswitch

Jeanne Hopkins, Executive VP and CMO for Ipswitch joins Jeff Pedowitz on this episode of CMO Insights to share her insights on the current and future state of the CMO role.

Posted by The Pedowitz Group (TPG)
On 05/17/2018
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3 Barriers CMOs Face in Becoming Chief Customer Officers

As CMO's become more responsible for customer engagement in their company, there are still some barriers getting in the way of their success.

Posted by Debbie Qaqish
On 05/10/2018
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How Can Your Company Operationalize the Customer Experience?

As part of TPG ONE™ Kevin Joyce breaks down the seven steps your marketing operations can take to operationalize the customer experience.

Posted by Kevin Joyce
On 02/28/2018
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Introducing TPG ONE™: Moving Beyond the Funnel

TPG is moving beyond the marketing funnel as Jeff Pedowitz introduces TPG ONE™ – a Customer Lifecycle Map.

Posted by Jeff Pedowitz
On 02/15/2018
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How to Organize An Existing Eloqua Instance

If your Eloqua instance has been in use for several years and you inherited a mess where do you start with cleaning it up? Follow these steps to get your existing Eloqua instance organized in no time!

Posted by Ann Cloutier
On 10/19/2017
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