If your marketing team is using a spreadsheet to drive planning and collaboration, they’re doing it wrong.

Posted by Bruce Brien on 3/7/19 9:37 AM

Spreadsheets were developed to manipulate numbers, not to juggle marketing campaigns, sales leads, the demand center, teams divided by region or country, or conflicts between digital campaigns and events. In fact, the more information crammed in to a spreadsheet the more unwieldy it becomes. The harder it is to use, the more the data becomes siloed. And when the data is siloed, it might as well not even exist.

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Topics: Marketing Planning, Marketing Analytics, Effective Planning

Want Better Revenue Results? Start With Your Marketing Planning

Posted by Jason Andrade on 10/4/17 11:43 AM

Around this time of the the year, businesses project what their overall revenue will look like in the next. It’s an essential process that’s needed to create the year’s budget and align it to an overall business plan and strategy.

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Topics: Data Visualization

4 Easy Ways to Measure Your Event Success

Posted by Jason Andrade on 8/30/17 11:00 AM

Event marketing is one of the most important aspects of the marketing budget at many companies, yet the important data still often remains offline, making it harder to better track your event success.

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Topics: Data Visualization

Do You Know If You’re On Track to Meet Revenue Goals?

Posted by Patrick Kilgore on 6/15/17 11:48 AM

You’ve been working hard all year long. You’re confident in the campaigns you’ve launched and are eager to see the results you’ve collected as you conduct incremental reviews. When the whole team sits down at the meeting to go over the numbers you learn the worst: you didn’t come close to meeting your marketing-influenced revenue goals.

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Topics: Marketing Performance

Highlights from the 2017 Marketing Performance Management Benchmark Study

Posted by Patrick Kilgore on 6/6/17 11:45 AM

Every year, marketers work toward better solutions and better results. As the marketing arena becomes ever more complicated – both due to new tactics and channels, as well as new tech software available to help manage it all – figuring out the right approach to getting the best results is an ongoing challenge.

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Topics: Marketing Maturity, Marketing Insights, Marketing Performance

Demand Mapping in SiriusDecisions’ New Paradigm

Posted by Stephen Turley on 6/1/17 3:04 PM
Year after year, the Marketing world eagerly anticipates the Sirius Summit and the unveiling of the latest thinking in demand generation. 2017 was no different, and the introduction of a structured methodology for marketing to Demand Units instead of broad-brush markets or, at the other end of the spectrum, individual personas, creates a tangible buzz around the application of new thinking to our collective marketing toolboxes.
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Topics: Demand generation, Waterfall

How to Make the New SiriusDecisions Demand Waterfall Meaningful to You

Posted by Darin Hicks on 5/30/17 10:36 AM

As many other published blogs before me, I was impressed by the new waterfall model rolled out by Terry Flaherty and Kerry Cunningham at the SiriusDecisions Summit.  They provided much needed insight into “pre-funnel” stages to understand your target market and leverage both internal and external data to determine “Active Demand”.

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Topics: Demand generation, Waterfall

Why You Need a Living Marketing Plan

Posted by Patrick Kilgore on 5/26/17 10:38 AM

You worked hard on your marketing plan. You sat down with your team, analyzed last year’s data, clarified your goals, and turned it all into a clear strategy to guide your campaigns and actions for the coming year. But once you left that room, what happened to the plan?

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Topics: Marketing Planning, Hive9, B2B, marketing strategy

Press Release: Trio of CMOs Discuss Success with Hive9

Posted by Patrick Kilgore on 5/15/17 11:40 AM

Hive9, the Marketing Performance Management (MPM) company, today announced continued customer momentum driven by creating living marketing plans tied to financials, goals and strategy.

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Topics: Marketing Planning, Hive9, B2B, marketing strategy

The Planning Disconnect: Building an Integrated Marketing Strategy

Posted by Patrick Kilgore on 5/2/17 1:44 PM

In theory, a marketing department is one entity, with each part working for the good of the whole. In practice, the different parts of the marketing team are often largely disconnected from one another and focused on their own work and goals – whether or not they line up with those of their team.

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Topics: Marketing Planning, Hive9, B2B, marketing strategy

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