The Pros and Cons of Attribution Models: A 2021 Update

Written by: Bruce Brien on 3/2/21 10:05 AM

Note: This post is a timely refresh of a blog we wrote in 2016, The Pros and Cons of Different Revenue Attribution Models.


To truly understand marketing ROI, we must first understand marketing influence. It's important to understand not only how much revenue the marketing organization has influenced but also the degree of influence. Ultimately, organizations want to know how much revenue they can attribute to their marketing efforts. This is not as easy as it sounds.

Read More

Topics: Marketing Analytics, Revenue Attribution, Buyer's journey, Marketing Insights, marketing measurement, Marketing Performance

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.”

Read More

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

Resilience: The New 2020 Marketing Theme?

Written by: Betsy Lillian on 10/28/20 9:45 AM

The year 2020 has demonstrated why clear visibility into plans more than just once a year, half or even quarter is essential for marketing leaders. If you can’t see what’s happening in the first place, you’re not going to be able to adjust accordingly for sudden market changes.

Underscoring just how vital resiliency is when it comes to marketing planning, a recent blog from Forrester SiriusDecisions’ Meta Karagianni puts it this way:

“The ability to manage unplanned events and calibrate and adjust sales and marketing plans quickly is no longer a nice-to-have but a critical muscle B2B sales and marketing leaders must develop.”

Read More

Topics: Effective Planning, Marketing Technology, Marketing performance management, Marketing Performance

Revisiting 2020 Marketing Strategies: What’s New?

Written by: Betsy Lillian on 8/18/20 9:52 AM

When you look back at 2020 marketing predictions published prior to the pandemic, you might notice advice that ended up being pretty spot-on, a little inaccurate or maybe even more relevant than you anticipated in terms of its representation of our actual state of affairs this year.

Of course, any misrepresentation we discover now is understandably justified, but it’s interesting to look back and see where we thought we would be—as well as what, even through all the chaos, has still rung true.

Read More

Topics: Martech, Marketing Technology, Marketing Insights, Best Practices, marketing measurement, Marketing performance management, Marketing Performance, marketing strategy

Your Marketing Campaign Shouldn’t Take Ages to Launch

Written by: Betsy Lillian on 5/19/20 10:01 AM


To justify their marketing spend, marketing leaders are under constant pressure from their organization to deliver ROI. Right now especially, with ever-changing plans and budgets, they’re grappling with the best way to do so, whether that’s through reallocating funds from canceled events, reducing their overall budget, or, as everyone has heard, pivoting (the marketing buzzword of 2020?) their campaign strategy to address their audience’s focus on remote work or virtual events.

To get a sense of the current struggle, let’s take a look at what marketing leaders Denise and Christine have been up to.

Read More

Topics: sales enablement, Marketing performance management, Marketing Performance, alignment

Four Tips to Improve Data Democratization & Get the ROI Everyone Wants

Written by: Betsy Lillian on 4/29/20 11:56 AM

Is your company’s data analytics practice up to snuff, or are there things you could improve? During Adobe’s recent virtual Summit, two analytics experts teamed up to offer tips and tricks on bringing a “data-driven, decision-making culture” to your organization, starting with democratizing your data.

Read More

Topics: Marketing Analytics, Marketing Automation, Marketing Personalization, Data Visualization, marketing data, Marketing Performance, marketing strategy, marketing

Tracking the Impact of Your COVID-19 Plans

Written by: Betsy Lillian on 4/21/20 10:17 AM

Figuring out your optimal marketing strategy during a global pandemic is unprecedented. There’s a lot of helpful advice out there, but because we’ve simply never experienced a crisis like this in the age of digital marketing, it’s safe to say nobody knows exactly what the secret recipe is for marketing your brand, reallocating your spend and, in the end, maintaining strong ROI.

Read More

Topics: Marketing Planning, Marketing Budgeting, Marketing performance management, Marketing Performance, marketing

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. 

Read More

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

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

Written 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.

Read More

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

The Foundation of a Successful Agile Marketing Team: Centralization

Written 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.

Read More

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

REQUEST DEMO
CONTACT US