Our blog provides templates, tools, and insights to help B2B marketers unleash stellar commercialization strategies.
The necessity to align Sales and Marketing is really about the customer. Both teams can no longer work in silos. Why? Our buyers have changed. They are digitally driven, socially connected and informed.
Organizations looking to establish tighter Sales and Marketing alignment are creating Service Level Agreements to foster collaboration, calibration and support between both teams. It documents the commitment to align to, with, for and around the customer.
As B2B marketers, how do you determine who is interested in your product and who is simply window shopping? How do you turn a universe of possibilities into a funnel of opportunities? How do you accomplish this and maintain a good customer experience?
One way is by creating a lead scoring system. In a world where customer journeys look more like a maze than a well-paved road, B2B marketers must understand and leverage these journeys to maximize sales opportunities. Implementing a lead scoring process creates a cohesive customer experience by taking the guesswork out of how the Top-of-the-Funnel effort is measured, and delivering a process for establishing a singular focus on revenue generating activities and performance.
Marketo's CMO, Sarah Kennedy, visits Houston and 3 messages were delivered loud and clear.
Assuming HBR is right and the oil price remains unsteady as the new operating norm, companies will need to monitor their investment and budget closely and proactively pivot. Knowing which activities contribute to positive marketing ROI and which deliver minimal value is a necessity to remain competitive. Hiring managers should be looking for ways to help the company operate with agility which means your Marketing Leadership needs to have the skills to know when something is working and why. Some other factors to consider when hiring your next Senior Marketer...
This month's MarTech Review provides an overview of Allocadia's Marketing Performance Management (MPM) software. CMO's and CFO's will have a love-fest with this intuitive budget, expense and ROI management tool that provides transparency for the entire organization to understand how Marketing is supporting business objectives.
