We are in the midst of budgeting season and what a difference 12 months has made in the world of demand generation solutions! This time last year, I could see only a handful of companies budgeting for marketing automation solutions and for building a Revenue Marketing Practice. Fast forward to now and what a change! I see companies of all shapes and sizes pro-actively budgeting for and gearing up to become Revenue Marketers. As you can imagine, since this is such a new line [...]
As the marketing automation market heats up and companies begin to look for that pay-off, begin able to achieve a quick ROI is incredibly important. Here are a few thoughts on how to get to ROI fast!
1. Trite but true – it’s really about EQUAL helpings of people, process, technology and data. The marketer who thinks just getting this stuff turned on, a campaign out the door and building it only in a marketing silo will take a long time to get to ROI. I just had an interview with [...]
Wow, have we come a long way in demand generation over the last 7 years! There are more vendors in the market and more users in the market from companies of all sizes. Yet, while we are seeing all this hoopla around how easy all of the automation systems are to implement and use and (and many of them are), it’s still not about the technology. The key elements of people, skills, org structure, compensation, role, and ultimately revenue impact should be more of the focus. Yet, for many reasons, companies can find transitioning [...]
Two years ago, using the term “revenue” and “marketer” together was an oxymoron – a phrase in which two words of contradictory meaning are used together for special effect, e.g. “jumbo shrimp” or “wise fool.” In 2010, it is no longer an oxymoron, it is a special role in marketing that is making a measurable impact on revenue
With the business imperative to drive top-line revenue growth in 2010, businesses are exploring all options to achieve this goal. This business driver paired with the new marketing automation tools that are now [...]
I love everything about selling (having been a VP of Sales for many years) so when I became a full time VP of Marketing, aligning the two teams to help improve lead generation just made sense to me. In addition, we bought a marketing automation system and this technology gave me a concrete way to involve sales and to help improve key aspects of their prospecting and sales cycles. I think it has been my experience and understanding of sales that helped me knit all this together. [...]
