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.Read More
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.Read More
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.Read More
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.Read More
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?
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.Read More