WHERE SHOULD MARKETING INVEST ITS MONEY AND TIME? This is the third post in a series on reporting. The first post focused on performance metrics worthy of board reporting. The second post revealed the reports that highlight points of revenue leakage. With performance...
WHICH REVENUE LEAKS SHOULD WE FIX? In our first post we covered the four marketing performance reports that every board, CEO and CMO should track. To improve their performance metrics, marketers often throw money at the problem, hoping that an increase in marketing...
As the saying goes “you can’t manage what you don’t measure”. An effective marketing dashboard keeps your team focused on what matters most, business outcomes. Often B2B marketers report on program statistics, activity metrics and so-called “vanity...
This post shares an approach that applies lean principals to marketing in a way that can dramatically change the trajectory of a start-up from failure to success. The “traditional“ lean start-up approach espoused by Eric Ries and others is “Build =>...
An effective lead scoring program can literally double a sales rep’s productivity. An ineffective program, at best, is ignored by the sales team and, at worst, can send reps down the wrong path, pursuing bad prospects. When done correctly, lead scoring helps...
Recently I was asked to participate on a panel discussion on Sales and Marketing alignment. Here are some of the highlights from the Q&A… Q) Why is alignment important? Companies spend between 20-30% of revenues on Sales & Marketing. Here are some percentages...
Here’s a one hour presentation that I gave recently to marketing executives from the insurance industry sharing some valuable lessons I’ve learned in B2B tech marketing. The presentation offers a framework for determining which marketing methods should be...
Forrester says “no”. If you’re from the technology sector you can skip this blog post. A CDO is irrelevant to tech companies…like bringing sand to the beach. This rebuttal is for all of the other industries out there. While I did not hold the...
What are the differences between Marketo and Hubspot? Marketing Automation Marketo and Hubspot are two leading solutions for “marketing automation”. Which one should you choose? First, what is “marketing automation”? One would expect it to mean the automation...
For years Linkedin has been pushing people to endorse one another on Linkedin. Why? It differentiates their data set from the hordes of resumes already available in databases across the web. It also provides more color and context to profiles beyond one’s...
