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

Why Spreadsheets Still Aren't Great for Marketing Management

Posted by Betsy Lillian on 7/23/20 10:10 AM

It’s been nearly five years since we posted a blog denouncing the use of spreadsheets for complex marketing performance management.

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Topics: Marketing Analytics, Demand generation, Data silos, Marketing Budgeting, Marketers, marketing measurement, marketing data, collaboration

The CRM “lead” conundrum: Why did they have to get it so wrong?

Posted by Bruce Brien on 5/27/20 1:30 PM

I am talking about the word “lead” with regard to marketing and CRM systems. We have gotten it completely wrong for decades, and it has caused a great deal of problems and unnecessary expense for many organizations. 

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Topics: Marketing Planning, Buyer's journey, Marketers, Marketing Technology, Marketing Insights, marketing measurement, marketing data, B2B, marketing strategy

8 Tips for Hiring B2B Marketing Talent

Posted by Patrick Kilgore on 2/16/17 9:00 AM

Despite the powerful tools and technologies on the market, human capital is still a major factor in marketing success. Building out a solid marketing organization requires being able to both identify talent and cultivate and keep it once spotted.

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Topics: Hive9, Marketers, B2B, hiring

Managing Marketers to Drive the Best Results

Posted by Jackie Gonzalez on 10/18/16 4:10 PM

We talk a lot about the role martech plays in getting impressive marketing results. Your marketing technology isn’t your only key resource, however. Successful organizations seldom drive big gains without hiring and retaining good people.

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Topics: Hive9, Marketers

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