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03

Jan

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 ...

31

Aug

There is a need for B2B Marketing ROI yet we’re still not there.  According to Adobe’s 2012 CMO report, fewer than 20% of executive B2B marketers have the ability to measure ROI.  SiriusDecisions reported in  their 2012 CMO survey that CMOs number one concern was demonstrating ROI.  Unlike the B2C ...

17

May

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 ...

02

May

Today’s MOCCA meeting in Washington DC covered what role marketing operations plays in B2B with a diverse set of companies and vendors in attendance.  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 ...

30

Apr

Content – how buyers consume

Last week, I facilitated a lively marketing leader panel discussion for Andrew Gaffney's Content2Conversion event which was an audience of 300 B2B marketers cross industry.  The event was focused on understanding what types of content buyers were interested in viewing at varying stages of the buyers funnel.  Leslie Hurst from ...