Speaking of Alignment...

Posted by Betsy Lillian on 2/19/20 12:09 PM

It’s pretty common knowledge that in order for marketers to be successful, they need to collaborate with other departments across the organization. Creating the most in-depth and effective marketing plan is absolutely a team sport involving departmental input across the board. 

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Topics: Marketing Planning, Hive9, Martech, Best Practices, sales enablement, Marketing Performance, marketing strategy, alignment, collaboration, marketing

How Can Retail Marketers Better Meet Their Goals? Start With the Right Martech

Posted by Betsy Lillian on 2/5/20 1:32 PM

With inadequate data management practices, many retailers are having trouble meeting their marketing objectives, finds new research. Although these martech leaders put acquiring new customers and improving customer experience at the top of their list of goals, they’re not actually able to spend enough time working directly to reach them. To combat this problem, first and foremost, they need to get more from their martech stack.

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Topics: Martech, Marketing Technology, marketing strategy, retail marketing, marketing

What's a Good Martech Investment You Could Make Instead of a Super Bowl Ad?

Posted by Betsy Lillian on 1/30/20 2:25 PM

Happy Super Bowl Sunday! Whether you’re thrilled or crushed you won’t see the Patriots - say what? - in the big game this year, you’re bound to be entertained by at least a few exceedingly pricey commercials, which are estimated to sell for roughly $175,000 per second. Yup, according to CNBC’s estimates, it’ll cost a company a total of $5.25 million for 30 seconds of advertising this year, which is up from $37,500-$42,500 per spot back in 1967, the year of the first Super Bowl.

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Topics: Marketing Planning, Marketing Analytics, Martech, marketing measurement, marketing data, Marketing performance management, Marketing Performance

Why Two Budgets Are Better Than One

Posted by Betsy Lillian on 1/15/20 2:45 PM

C.S. Lewis authored the often quoted saying that “two heads are better than one.” Why? “[N]ot because either is infallible,” the British writer said, “but because they are unlikely to go wrong in the same direction.” Of course, Lewis wasn’t referring to marketing strategy, but the quotation proves an apt concept in this space, particularly when it comes to effective budgeting.

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Topics: Marketing Planning, Marketing Analytics, Budgeting, Revenue Attribution, Marketing Budgeting, marketing data, agile marketing

The Foundation of a Successful Agile Marketing Team: Centralization

Posted by Betsy Lillian on 1/6/20 11:13 AM

In the fourth season of The Office, Michael Scott, laden with financial troubles, decided he needed to declare bankruptcy, leading him to announce to his colleagues, “I declare bankruptcy!”

Spoiler: His verbally declaring bankruptcy didn’t automatically launch the legal process. In the marketing world, the same can be said for deciding to adopt an entirely new approach for your team. For instance, agile marketing - becoming more popular in the B2B community in particular - can’t be implemented by waving a magic wand and assuming everyone is on board with the concept. Instead, it takes proper planning, training, and, importantly, a collaborative and centralized platform.

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Topics: Marketing Planning, Marketing Analytics, Marketing Insights, Marketing performance management, Marketing Performance, marketing strategy, agile marketing

Three Key Components of an Effective Marketing Calendar

Posted by Betsy Lillian on 12/4/19 11:11 AM

When it comes to choosing a new wall calendar for the new year, you’ve got some tough choices in front of you. Lighthouses of New England? Best The Office quotations? Rescued kittens in baskets, perhaps? Aesthetics or entertainment might be the only thing determining your yearly wall calendar choice, but when it comes to selecting an appropriate calendar for your marketing planning, you should keep a few vital functions in mind.

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Topics: Marketing Planning, Financial Planning, Marketing performance management, Marketing Performance, marketing strategy

Finance Needs Accountability: Get Everyone on the Same Page

Posted by Bruce Brien on 11/20/19 1:21 PM

What’s your relationship with finance like? If the answer is that there’s room for improvement, then it’s time to start giving finance the accountability it needs - and here’s why.

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Topics: financial integration, marketing data, B2B, Marketing Performance, marketing strategy

What to Look for in Your Marketing Planning Solution

Posted by Scott Miraglia on 9/4/19 3:42 PM

One of the best quotes about planning ahead comes from that iconic Founding Father, Benjamin Franklin: “By failing to prepare, you are preparing to fail.” This is particularly apt in the world digital marketing, where a lack of specific strategies to achieving clear goals will sink any business, big or small. For that reason, we’ve listed five features every marketer needs to look for when selecting an effective marketing-planning software solution.

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Topics: Marketing Planning, Marketing Analytics, Financial Planning, Revenue Attribution, Marketing Budgeting, Marketing Insights, marketing measurement, alignment

5 Steps to Allocating a Winning Marketing Budget

Posted by Bruce Brien on 8/9/19 12:27 PM

Your marketing budget is the biggest indicator of where your strategy is going. Whatever you spend your budget on is ultimately where marketing will be heading. This is why effectively allocating your budget is vital for seeing growth within your department, and your organization that is aligned to your strategy. Now, the big question is, how do you go about doing this?

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Topics: Budgeting, Marketing Budgeting, marketing strategy, alignment, visibility

Successful Marketing Plans Depend on Visibility

Posted by Bruce Brien on 6/17/19 8:20 PM

A marketing plan with visibility (from multiple points of view) is one that’s designed to meet often complex corporate goals tied to specific strategies for growth. And while this might sound fairly obvious, a lot of companies aren’t hitting the mark when it comes to visibility in their marketing plans.

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Topics: Marketing Planning, visibility, reverse waterfall

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