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How to Ensure ‘Customer Success’ Isn’t Just Another Overused Term

Create measures and metrics for your customer success planning
Thursday, February 14th, 2019

You’ve heard it, you’ve used it, the catchy, trendy term “Customer Success.” Type it into Google and you’ll receive about a billion hits. We’re also seeing customer-facing job titles specific to Customer Success. However, we believe that every company needs to be focused on customer success, whether there is a designated person in this role […]

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Why a Data-Driven Marketing Culture Needs to Be at the Top of Your List

data-to-insights culture for Marketing
Thursday, January 24th, 2019

The Western Digital “Growing Role of Object Storage in Solving Unstructured Data Challenges” study revealed that unstructured data is growing between 40-60% per year. Rich media – audio, video, images, and research data, all of which are non-text data types – are leading the pack of data sources. All of this data falls into the […]

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Engage More Customers With the Best Parts of ABM and Journey Mapping

Create more customer engagement.
Thursday, January 10th, 2019

In a recent planning session with a B2B customer, we were discussing how to create more customer engagement with a very specific set of customer prospects. Here’s a quick overview of the scenario: The company is familiar with these customers but not currently doing business with them. The customers are aware of the company and […]

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Score Big with a Marketing Measurement Playbook

create and effective marketing playbook
Thursday, December 20th, 2018

We most often hear about playbooks in reference to sports, but the concept is applicable in almost any industry. A playbook serves as a useful tool to outline a strategy for an activity. We’ve suggested and worked with many customers to help them develop playbooks for improving a variety of Marketing capabilities, including Marketing and Sales […]

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How to Make Marketing Indispensable

Thursday, December 13th, 2018

We often talk about the value of Marketing. To play a strategic, indispensable role Marketing needs to be valuable. Does it seem like I’m splitting hairs? These two words may seem similar but the meaning is not. The dictionary tells us that “value” is the degree to which something is useful or estimable. Something that […]

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How Marketing Operational Excellence Facilitates Growth and Customer Value

Operational excellence is vital to achieve the growth mandate.
Thursday, December 6th, 2018

IBM’s Modern Marketing Mandate posited that “CMOs have always needed to take their industry’s pulse and devise appropriate competitive responses … today, the mission needs to extend beyond market research and marketing campaigns. CMOs have a broader responsibility to analyze and predict trends.” Betsy Rohtbart, vice president of Digital Marketing at Vonage, described this as […]

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Make Your Marketing & Sales Playbook a Powerful Alignment Tool

Keep alignment in mind as you create your Marketing and Sales playbook
Thursday, November 29th, 2018

Most of the recommendations for improving Marketing and Sales alignment revolve around how these two organizations need to work together. Misalignment is often attributed to a variety of factors, such as different goals, different timelines, and different psychologies. Market dynamics such as commoditization, the Internet, mobility and virtualization, and changing business models only compound the […]

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How to Use Attribution Models to Decipher the Right Mix

Attribution Models Optimize Marketing Mix
Thursday, November 15th, 2018

How do you assign value to your channels and touch points? There are a variety of attribution model methods. For example, do you attribute more weight to the first touch (such as clicking on a digital ad) than the webinar that generated an online demo of offline conversation? Or do you give equal weight across […]

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