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...
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...
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...
SaaS – software as a service is a business model that was pioneered in the early 2000s to eliminate the costly software license model. There are now a handful of global public company comparables with metrics that are published on the performance of these SaaS...
