Many companies, particularly older SaaS companies, are still stuck with a lead based sales and marketing system while testing an account based system. For those with a lead based system, the handoff points between sales and marketing can be critical. In many...
As I mentioned in a previous post, as a former CMO with a passion to measure marketing impact on the business, I’m often asked by others ‘what should we measure in marketing?’ Let’s dive deeper into ideas of what to actually measure. We typically see two models...
Customer end user satisfaction is everything.  Thinking back to my days as a SaaS CMO in both private and public companies, in an agile environment, we’d go through a very rigorous development pre-process to ensure a reasonable outcome for a minimally viable product....
5 Foundational Questions of Marketing Measurement First of a 2 part series. As a former CMO with a passion to measure marketing impact on the business, I’m often asked by others ‘what should we measure in marketing?’  The temptation is to race right to the visual...
I recently compared notes with Kelvin Gee, Sr. Director of Modern Marketing Business Transformation at Oracle, on myth’s on Account Based Marketing. Even though Oracle owns Eloqua, his points are quite valid across any size company using any automation platform....
Sales and Marketing leaders have lived in the US through an expansion period over the last ten years. It’s easy to fall into bad habits here when customer growth becomes the exclusive focus. Reflecting back on recessions in 2001 and 2008, quite a bit of...
