Marketing Performance Woes? You Might Just Have a Planning Problem

Written by: Betsy Lillian on 5/24/21 9:30 AM

Here's an image that might be daunting, commonplace or old-school to you, depending on your stage of life or expertise in electronics: the back of an A/V receiver with a bunch of cables sticking into it.

From your speaker to your subwoofer to your HDMI to your Bluetooth to your translucent green Nintendo 64 (did we mention old-school?) connections, the A/V receiver is the operational backbone of all the components of your home theater system. Without it, all of your connections become a convoluted mess of cables without a home from which to function properly.

Now think of everything that encompasses your marketing performance management process.

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Topics: Marketing Planning, Hive9, Marketing Insights, Campaigns, Marketing performance management, marketing strategy

The Falling Tenure of the CMO: How to Help Turn the Numbers Around

Written by: Betsy Lillian on 2/9/21 11:28 AM

Over the past few years, research has been showing a decline in the average tenure of a U.S. chief marketing officer.

In fact, at 3.5 years—cites a new report from consulting firm Korn Ferry—the CMO’s tenure actually ranks as the shortest of all titles in the C-suite (CEO, CFO, CHRO, CMO and CIO/CTO). In comparison, the average for the CMO was 4.1 years in 2016.

The report, which analyzes the top 1,000 U.S. companies (by revenue), notes in particular that CMOs in the technology industry are ranking the lowest on average, with a 3.0-year tenure. At the top were CMOs in the industrial sector, coming in at 4.0 years.

Caren Fleit, leader in Korn Ferry’s global marketing officers practice, suggests the overall tenure problem could be tied to an organization’s deficiency in proving the true value of the CMO—i.e., “a lack of understanding of how powerful this role can really be in terms of driving business outcomes.”

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Topics: Dashboards, Marketing Planning, Marketing Analytics, Revenue Attribution, Hive9, marketing measurement, Marketing Performance

Speaking of Alignment...

Written 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

Shine a light on your marketing planning to deliver better performance

Written 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

Why You Need a Living Marketing Plan

Written 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

Written 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

Written 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

Workfront LEAP 2017 Conference Wrap-up

Written by: Patrick Kilgore on 4/21/17 1:30 PM

Our team had the chance to take part in the third-annual Workfront Leap User Conference last week in Salt Lake. The event was a great opportunity to connect with the Workfront community and discuss improving workplace collaboration and efficiency.

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Topics: Marketing Planning, Hive9, B2B, Workfront

Webinar Recap: Planning & Performance in an ABM World

Written by: Patrick Kilgore on 4/11/17 10:00 AM

ABM Webinar Banner.png

Our recent webinar on Marketing Planning and Performance in an ABM World covered a lot of territory. With three experts in the field each bringing insights from their particular background and specialty, attendees got a heaping dose of knowledge in exchange for the hour they spent.

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Topics: Marketing Planning, Webinars, Hive9, ABM, B2B, Marketing Performance

Agility in Marketing Planning

Written by: Jackie Gonzalez on 3/31/17 9:14 AM

Think back on particular plans you’ve made in your life – both in business and in your personal life. How often do they play out exactly as you intended?

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Topics: Marketing Planning, Hive9, B2B

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