Category: Channel: Martech: Management

Managing martech relationships: Partnerships and agility in marketing

Managing martech relationships: Partnerships and agility in marketing

By admin 2 0

In under a decade, we’ve seen the martech space explode in size, from just 150 solutions in 2011 to more than 6,800 as of this year. In this next phase of martech’s evolution, we’ll see a much-needed consolidation. It’s already happening, not only through mergers and acquisitions, but also as brands begin to realize the […]

READ MORE
#LookUp: The most important view for high-impact B2B marketers (with inspiration from Stephen Hawking)

#LookUp: The most important view for high-impact B2B marketers (with inspiration from Stephen Hawking)

By admin 4 0

I’m going beyond B2B marketing tactics in this column to challenge all of us, including myself, who can easily get stuck in the day-to-day grind, heads down. Physicist, cosmologist and author Stephen Hawking died last month. There are so many lessons we can take from his legendary life and impact on society. Upon reflection, a […]

READ MORE
The pros and cons of marketing operations as a corporate vs. field function

The pros and cons of marketing operations as a corporate vs. field function

By admin 4 0

Marketing operations (MO) as a capability has exploded onto the scene because of fast-changing technology, the need for a more transparent, efficient, and accountable view of marketing and big-time pressure from the C-suite for marketing to contribute to the bottom line. Three years ago, very few companies had a dedicated marketing operations team. Today, a […]

READ MORE
How customer lifetime value analysis is transforming partner marketing

How customer lifetime value analysis is transforming partner marketing

By admin 3 0

A few years ago, direct response marketers primarily focused on cost-per-acquisition (CPA) metrics — how much it cost to drive a sale. In the partner and affiliate realms, that cost was reflected in the bounty that the advertiser was willing to pay for each sale. CPAs and bounties are still primary considerations in partner marketing. […]

READ MORE
There is no 'I' in successful ABM

There is no ‘I’ in successful ABM

By admin 3 0

When I saw this video of cadets helping each other scale a high wall, I was immediately struck by how planning, preparation and teamwork can clearly blow away making it up as you go. It’s a simple demonstration of the executional power of repeatable processes that can scale (pardon the pun). It reminded me a […]

READ MORE
Defining the new organizational structure

Defining the new organizational structure

By admin 3 0

“Unless structure follows strategy, inefficiency results.” Alfred Chandler As marketing operations (MO) capabilities mature, it’s up to the MO leader to modify the organizational structure to ensure it’s meeting current and future marketing strategies and goals. Nothing says commitment like an organizational chart, and we all know how challenging it is to develop a dedicated […]

READ MORE
Forrester report offers some tips for buyers of business tech

Forrester report offers some tips for buyers of business tech

By admin 2 0

With spending on business technology expected to remain healthy this year, a recent report from research firm Forrester has some advice for CIOs and others buying business tech. First of all, says VP and Principal Analyst Andrew Bartels in “The Global Tech Market Outlook for 2018 to 2019” [fee required for full report], they should […]

READ MORE
Stop saying and start doing in 2018

Stop saying and start doing in 2018

By admin 4 0

One of the best things about my job is that I sit right near our sales development team — so not only do I know about all the best new bars in the city, but I also hear a lot about the challenges and day-to-day frustrations that plague our sales reps. But sales and marketing […]

READ MORE
Three things marketers must do to better serve customers in 2018

Three things marketers must do to better serve customers in 2018

By admin 4 0

The year 2018 will be the watershed year when savvy marketers move to expand their roles to encompass every aspect of the customer journey, end to end. While 37 percent of marketing budgets are still spent on customer acquisition, according to the 2017-2018 Gartner CMO Spend Survey, 2018 will see marketers devoting increased amounts of […]

READ MORE
CMOs should be measured by their results, not their spend

CMOs should be measured by their results, not their spend

By admin 3 0

“Budgets recede amid demand for results.” That’s Gartner’s headline on their latest CMO budget research report. Kudos to Gartner for continuing to track the growth of CMO technology spend and to their PR team for the dramatic spin — but, honestly, who cares? I certainly don’t, and it’s not just because I’ve had to dedicate […]

READ MORE
Show Buttons
Hide Buttons