The purpose of a business is to create a customer, declared Peter Drucker. How do you create a customer? You provide something – a service, a product, a solution – (referred to as the Product in the Marketing Mix) they need AND want. In the B2B world, this want and/or need is typically to solve […]
If you’re like many of our customers, right now you are somewhere in the midst of your planning cycle, working with your partners in Sales, Finance, Product, and IT as you crystallize your Marketing plan. Here’s a bit of advice: Our experience has proven that a collaborative Marketing planning session is an essential step in this process. […]
The difference between good and excellent is action: this is a common refrain from organizational development experts. Technology and processes are among the key tools best-in-class Marketing organization use to take action and strive to ensure the work of Marketing achieves the expected outcomes successfully. These tools are often within the responsibilities of the Marketing […]
How organizations approach their MarTech differs among various organizations. The 16th annual 16th annual Marketing Performance Management (MPM) benchmark study found that the group known as the Value Creators (those that earn 90 or greater grade by the C-Suite) are far more likely to have a strategic Marketing Ops function. A number of characteristics distinguish this […]
Given our focus on Marketing Performance Management and Measurement (MPM), we have a lot of conversations with our customers and prospects about Marketing ROI. However, though many of our customers are anticipating advice or information on the subject, they are often surprised when we spend a large part of the time explaining why this measurement […]
After years of focusing on controlling costs, growth has moved to the top of the priority list for many companies. In a survey of 1,600 senior executives by KPMG, 96% indicated that their companies are “are in the midst of business transformation planning or execution.” Business transformations are challenging. A McKinsey study found that just 26% […]
The marketing automation software industry was a $3.3 billion market in the United States in 2017, and it is growing 30% annually claims SharpSpring in their recent Investor Presentation. Adoption of these products has passed the tipping point. The majority of Marketing leaders – 67% – currently use a marketing automation platform according to the […]
In his well-regarded December 2003 HBR article, “The One Number You Need to Grow,” Fred Reichheld once suggested that the value of any one customer resides both in what that person buys and what they are prepared to tell others. The full value of your customer needs to include a measure of his or her ability to serve as […]
