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Connecting Marketing to New Revenue

Connecting Marketing to New Revenue

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Gap Analysis – Marketing AutomationMarketing Thoughts

Fri, 09 May 2014 02:12:50 +0000

A colleague asked me to compare and contrast what marketing automation deployments we’ve seen prospect and customer wise – what their use case is relative to the gap with best practices. To execute on a need he had committed to a client, I came up with the following list for him to consider. Symptoms of […]

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Leads, Big Data and TrustMarketing Thoughts

Sat, 01 Jun 2013 02:37:25 +0000

(Published in the April Argyle CMO online publication targeting 4000 CMOs globally.) 70 percent or more of marketing business to business leads aren’t being followed up by sales. And the reason is trust. Establishing trust — the moment that you believe the salesperson understands your problem and the solution they are pitching makes sense — is […]

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2013: Great Expectations For Marketing ROIMarketing Thoughts2013

Fri, 04 Jan 2013 02:00:35 +0000

  Here is my brief view of what to expect in 2013.     During 2013, organizations will demand significantly more revenue value out of their existing sales and marketing ecosystem investments including CRM, Marketing Automation, and list acquisition purchases.  Non-marketing executives at these firms will demand greater accountability for return on these investments.   […]

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Bigger deals that close faster!Marketing Thoughts

Tue, 31 Jul 2012 09:40:01 +0000

  Bigger deals that close faster! We’re still not yet hitting the full promise of what marketing 2.0 could be delivering on.  In an informal poll of 3 CMOs of B2B companies with revenues from $50M to $5B, I asked about their progress with new revenue acquisition effectiveness around gaining bigger deal sizes with decreased […]

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MOCCA DC – Marketing OperationsMarketing Thoughts

Thu, 19 Jul 2012 01:10:36 +0000

Marketing Operations as a B2B discipline is rapidly growing.  As one data point that supports its growth, we had our largest attendance to date for today’s MOCCA meeting in Washington DC with Andrew Gaffney and Amanda Batista of Demand Gen covering recent readership survey results on trends in marketing measurement, changes in b2b buyers, and […]

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Next Gen Marketing Automation Platforms: Revenue ImpactingMarketing Thoughtsdemand-generation-marketing

Thu, 07 Jun 2012 16:37:26 +0000

It’s time for the next generation of marketing automation – a revenue generating marketing automation system that focuses across new areas of predictability, effectiveness, and a wholistic view of a prospect/customer situation with the right analytics.  As a former high tech CMO that understands SaaS companies and platforms, I’ve implemented multiple instances of marketing automation […]

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New SiriusDecisions Demand Waterfall – My ViewsMarketing Thoughtsphoto (3)

Thu, 24 May 2012 22:23:19 +0000

Yesterday in the 106 degree Arizona weather, we received a needed waterfall – SiriusDecisions unveiled their upgraded view of the latest demand waterfall model at their annual conference.  With an array of color codes and arrows, the new direction is spot as it accounts for revenue sourcing across all elements of the business rather than […]

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CMO Changes & Challenges: Cisco, Xerox, GEMarketing Thoughtscmo_septcover_72dpi

Thu, 17 May 2012 18:31:17 +0000

The Chief Marketing Officers from Cisco and from Xerox presented at today’s Philadelphia America Marketing Association (AMA) on “Changes and Challenges CMOs face” and I attended with about 100 others. Much of what they said reinforced recent observations I’ve had with client and prospect companies in terms of what are executive marketing priorities.  The theme […]

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Marketing Operations – MOCCAMarketing ThoughtsMKT_Opslogo

Thu, 03 May 2012 00:00:45 +0000

Today’s MOCCA meeting in Washington DC covered what role marketing operations plays in B2B with a diverse set of companies and vendors.  We discussed the scope of the marketing operations role, benchmarked data from a variety of analysts, and summarized our discussion by sharing our practical operational experiences to overcome a number of challenges. Here […]

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Improving Conversion through Win/LossMarketing Thoughtsplease_complete_voting_rights_survey_to_share_your_experiences

Tue, 01 May 2012 16:22:33 +0000

Most organizations have a quantifiable goal toward improving KPIs and analytics on more closed marketing sourced revenue.   A method to accomplish this is to do a ‘win/loss’ analysis on specific areas of the buying process.  One really important element here is to make sure sales and marketing understands and buys into what you are trying […]

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