Adopting an Agile Approach? Don't Forget a Few Key Things

Posted by Betsy Lillian on 10/6/20 11:24 AM

At the start of the year, we took a deep dive into the concept of agile marketing and what it takes to adopt the approach for your marketing team: proper planning and training and, crucially, a collaborative and centralized planning solution (among other things, of course).

In a newly released Gartner report, the research and advisory firm underscores the importance of centralization, as well as the continued growth of agile practices. According to a survey of more than 400 marketing leaders, almost two-thirds of marketing teams are either “fully or primarily” centralized.

“CMOs are evolving their teams through increased centralization, more functional alignment and continued exploration of agile marketing practices,” Gartner says. “These changes are helping build more scalable, flexible and resilient marketing organizations.”

So, what does it take for marketing leaders to achieve this centralized approach?

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Topics: Marketing Planning, Effective Planning, Marketers, Data Visualization, Marketing Insights, Campaigns

Happy New Year? A Marketing Strategy for 2020.5

Posted by Betsy Lillian on 6/30/20 9:45 AM


If you’re ready to leave the trials and tribulations of 2020 marketing in the dust, you might be excited to learn about a new concept that’s been floating around: 2020.5.

With the end of the first half of 2020 now at our doorstep, why not commemorate the milestone by rethinking your strategy for the second half? (Unless, of course, your year has been a breeze, marketing-wise – in that case, carry on as usual.)

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Topics: Marketing Planning, Effective Planning, Business Intelligence, Data Visualization, Marketing Technology, Marketing Insights, marketing measurement, marketing data, Marketing performance management, marketing strategy

Collaboration and alignment: Keys to a great marketing plan

Posted by Bruce Brien on 5/16/19 9:47 AM

A great marketing plan is one that integrates marketing with other departments such as sales, finance and product development. Departmental collaboration is essential in order to create an in-depth and complete marketing plan. Unfortunately, it’s not as common as it should be. And if you can relate to this lack of collaboration, you’re not the only one; in fact, you’re in the majority.

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Topics: Marketing Planning, Effective Planning, Best Practices

Shine a light on your marketing planning to deliver better performance

Posted by Bruce Brien on 5/3/19 2:00 PM

Planning can be a dirty word in any aspect of business, especially marketing. Planning is difficult. It takes time and resources to be done right. It takes skills, tools and a solid process to execute. And it takes data, data that must be cleaned and aggregated into consumable insights for it to be usable for the planners.

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Topics: Marketing Planning, Financial Planning, Budgeting, Revenue Attribution, Marketing Budgeting, Hive9, Effective Planning, Marketing Insights, ABM, marketing data, Marketing Performance

Marketing teams: Stop using spreadsheets for planning & collaboration

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

Marketing Forecasting 101

Posted by Patrick Kilgore on 12/8/16 4:15 PM

As marketers, we’re constantly working to predict future outcomes. We must both anticipate what tactics are most likely to pay off and how long they’ll take to begin yielding results. That guesswork drives marketing decision-making as we attempt to meet and exceed organizational targets.

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Topics: Hive9, Effective Planning, Marketing Insights

Marketing Insights in Real-Time

Posted by Patrick Kilgore on 11/9/16 2:25 PM

Real-time data has become a common expectation in marketing technology products. Once you know the option exists to see how your marketing campaigns are playing out instantaneously, who wants to wait days, weeks, or months?

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Topics: Marketing Analytics, Hive9, Effective Planning

Understanding Your Pipeline Velocity for Better Budget Planning

Posted by Munira Fareed on 4/29/16 3:23 PM

Your marketing analytics have a lot to tell you. They can help you identify the customers worth the most to you, the marketing activities contributing the most to revenue, and the sequence of actions most likely to lead to a sale.

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Topics: Hive9, Effective Planning

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