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 Report covering recent...
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...
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...
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...
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...
Most organizations have a quantifiable goal toward improving KPIs and analytics on more closed marketing sourced revenue. An effective method to accomplish conversion improvement is to do a ‘win/loss’ analysis on specific areas of the buying process. One really...
