Useful but impractical, handy but unwieldy, and trusty but untrustworthy, spreadsheets can be a polarizing tool for marketing management.
On the one hand, most marketing leaders have always used spreadsheets—it’s understandably what they’re accustomed to using, so why rock the boat? Investing in and learning the nuances of an unfamiliar product can be intimidating, especially when there’s a learning curve. It’s also important to note that spreadsheets can, indeed, get the job done just fine if there aren’t a ton of moving parts within the marketing organization.
However, the reality is that spreadsheets aren’t the most useful tool for every marketing organization—particularly the complex ones.
B2B companies are often struggling to meet their goals when it comes to the success of new product launches, according to recent SiriusDecisions research. In terms of reaching both performance and financial targets, 56% of B2B companies say that more than half of their new offerings aren’t up to par.
Underscoring the “enormous” costs of falling short in this area—from concerns about reputation to wasted dollars and time—the SiriusDecisions Product Marketing and Management (PMM) Model research brief suggests organizations lay out clearly defined steps to get all of their ducks in a row and better meet performance and financial targets.
Importantly, the PMM Model’s first three stages—discover, define and align—are generally centered on the crucial aspect of planning. The reality is that many product marketers, despite being allocated a hefty portion of marketing’s budget, don’t have enough of a say in marketing’s planning to begin with. Or, oftentimes, marketing plans are so convoluted that they’re not able to get a view into what’s going on anyway.
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.
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.
With inadequate data management practices, many retailers are having trouble meeting their marketing objectives, finds new research. Although these martech leaders put acquiring new customers and improving customer experience at the top of their list of goals, they’re not actually able to spend enough time working directly to reach them. To combat this problem, first and foremost, they need to get more from their martech stack.
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
Most marketing technology purchasing decisions involve a process. At 42% of large companies, ten or more people are typically involved making a purchasing decision. It makes sense that a variety of stakeholders should therefore be able to weigh in. But the trickier question is: which ones?Read More
Many businesses have more tech products than they need. The martech market is so full of new and exciting products that it’s easy to be swayed by the possibilities of tech tools that sound great (and even are great), but aren’t necessarily a good fit for your organization.