How to Make Marketing Scientific

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Marketing Strategy Podcast b2b marketing data-driven marketing Demand Generation demandgen KPIs Marketing Contribution % marketing insights marketing operations marketing ops marketing strategy revenue marketing vp of marketing operations

Are Your Marketing Campaigns Agile Enough?

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Many CEOs often ask us while planning for 2020, “what’s the secret marketing sauce? What’s worked for your other clients when it comes to the marketing mix? What isn’t working?” ” And as most CMOs can agree, there’s no such thing.

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The 4 Pillars of Flawless Marketing and Sales Alignment

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As a native marketer, I’ve only been on the same wavelength with the sales team at one company and was always surprised (not so much anymore) about how marketing and sales teams do not get along well.

CMOs: Use Your Revenue Marketing Strategy to Drive Sales and Marketing Alignment

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Any gap in alignment between the Sales and Marketing organization will endanger the commercial success of a company.

The B2B Marketer’s Holy Grail for Customer Marketing

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Joining us for today’s show is Jennifer Arnold, a marketing executive who knows a thing or two about generating revenue. Today’s topic is customer marketing and how to grow revenues from existing customers.

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How a Marketing Leader Leverages Omnichannel

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As marketing leaders, it makes sense to explore multiple channels to reach your target audience. With so many options, it quickly becomes not only expensive but also difficult to manage. How do you decide which channels will be worth the.

Insights From Market-Leading CROs on the Next Normal

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To kick off the summer, SBI held a virtual meeting comprised of an intimate group of market-leading B2B Chief Revenue Officers (public and private, $240M to $8B in revenue) as part of their advisory board program.

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Should Your Field Marketing Team Own a Number?

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Pick five non-marketing employees at random, and ask them what value your field marketing team brings to your organization. If you’re reluctant to do this exercise, it’s likely because you want to avoid blank stares and wild guesses that humble you.

Is Your Marketing Budget a Paper Tiger

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Creating Interlock Between Sales and Marketing

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Joining us on the SBI Podcast is Stephen Thomas, SVP of Global Sales for Armor Cloud Security. Armor is a hybrid cloud security service that integrates advanced analytics, global threat intelligence, and continuous response capabilities into a single platform that bolsters.

Revenue Attribution: How Modern CMOs Measure and Communicate Marketing’s Value

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Let’s face it—if you don’t have revenue attribution in place, you’re behind the curve. B2B companies are realizing an average lift of 15 to 18 percent in revenue as a result of implementing closed-loop revenue attribution and optimizing investments across.

Benchmarking Marketing Performance for your Portfolio Companies

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If past performance is not indicative of future returns, then why waste marketing dollars by employing tactics that used to work yesterday but will put you out of business today? If marketing is becoming more agile and personalized, how can.

The Most Effective Marketing Starts With the Corporate Strategy

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Even though some of the immediate business impacts of the COVID shutdown has started to abate, one of its more lasting effects has been to throw most enterprise 2020 marketing plans into total disarray. Tradeshows and field marketing events have.

Bets That Pay Big: What Market-Leading CEOs Do to Beat the Market

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Whether it’s signing off on a new marketing campaign or helping revamp the sales team, it’s tough to. This or That? As CEO, you’re presented with initiatives from your team all the time, and every single one is a top priority.

Unlock the Potential of Your Marketing Team

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Why Content Marketing Fails

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Marketing teams are failing to execute content marketing. Content Marketing CMO Resources CMO Internal Content Marketing

Why Content Marketing Fails

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Major New Advances in Applying Market Intelligence to Revenue Growth

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On this episode of SBI TV, Matt and Marc Osofsky, CEO of Aberdeen, demonstrate the importance of Market Intelligence. Why is this important for your company? Many companies are flying blind, and this is especially true with B2B companies. Company leaders.

The CMO’s Guide to International Marketing

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The Top 5 Things to Consider When Marketing Overseas.

Perfect Your Market Entry Strategy

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Joining us on hbspt.cta.load(23541, '39dd4f48-b0ca-486a-9fa5-4e1fb27489aa', {}); is Walt Megura, the Vice President of Emerging Industry Segments and Channels for Ericcson, one of the leading providers of Information and Communication Technology (ICT) to service providers, with about 40% of.

Building the Modern Field Marketing Organization

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SBI recently spoke with Tracy Hansen, the Chief Marketing Officer at Renaissance Learning, the world leader in cloud-based assessment, teaching and learning solutions. Tracy has deep field marketing experience and built a new team from scratch that launched this year. Field marketing.

Reallocate Budget to Strengthen Your Marketing Strategy in Today’s Environment

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CMOs are in the people business. And that’s no different for B2B CMOs. Your customers, your decision-makers, your influencers—they’re all people. And like you, they’re all set with similar worries: How long will my business be disrupted? Which decisions can wait, and.

The Impact of Poor Data Quality on Sales and Marketing

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Data is becoming a core component of every business. As a result, the quality of the data being gathered, stored, and consumed is becoming increasingly important. We have all seen the impact that poor data quality can have on a.

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How Marketing Helps Sales Win the Must-win Deals

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Our guest on SBI TV is Mike Volpe, the Chief Marketing Officer for Cybereason. Often called the “godfather of inbound marketing” for his work in taking inbound marketing from an idea to a movement.

The Ultimate Guide to World-Class Product Marketing

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Our show today demonstrates how to increase pipeline attribution, customer loyalty, and customer lifetime value through product marketing. Too often product marketing teams are focused on features and functions.

How Marketing Leaders Differentiate Their Brand

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As a Marketing Leader, there are a lot of people in your ear on a daily basis. Your leadership wants you to drive more revenue, your sales leadership wants better leads, your customers expect more delivered to them with each.

Executing Your Reimagined Go-to-Market Strategy

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Digital is transforming the market as companies like Apple and Amazon reign supreme. Achieving interlock between sales, marketing, and product on a digital strategy. The sales group, sales operations has their own view of data management and so does marketing.

Scientific Marketing: Stop Guessing and Start Knowing

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Today’s topic is how to make marketing scientific through a marketing operations department. Turn to the marketing operations phase on pages 248 – 251. As a guide to this conversation, download our 10th annual workbook, How to Make Your Number in 2017.

Does Your Marketing Team Match Your Customer Acquisition Strategy?

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Marketing team structures too often are remnants from the days of print ad dominance. Sure they’ve evolved, but the core structure is often the same. Modernization has been performed by adding ‘vertical’ skills onto existing structure. Few organizations have retooled.

Best Practices in Marketing Revenue Attribution

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Joining us on the SBI Podcast is Sarah Kennedy Ellis, the Chief Marketing Officer for Marketo. In today’s show, Sarah details how to apply the discipline of revenue attribution to marketing.

Is Your Marketing Strategy Weak?

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3 Steps to Drive More Return on Your Partner Marketing Investment

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You Chose to Work With Channel Partners for a Reason. At some point in your company’s evolution, you made the strategic decision to work with channel partners. Maybe these partners had better brand recognition. Perhaps you needed to scale without the.

How High Growth Companies Conduct Market Research

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How CEOs Are Evaluating Their GTM Strategy in Changing Market Environments

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It’s 2020, and you are just launching your annual go-to-market strategy. You are feeling good about your plan. You have solid teams around each initiative and feel confident that the timeframes are achievable. You made some big bets, and you.

How to Inject Science Into Your Marketing

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Marketing Strategy Podcast

Is Your B2B Content Marketing Failing to Contribute to Revenue Growth?

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Entering a New Market? Avoid This Common Market Research Pitfall

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Often entering a new market represents a significant growth opportunity for a company. As the CEO setting the strategic vision deciding which markets to pursue and when is one of the most important decisions, you can make. Despite this, far.

The Market Is Uncertain, But Your Demand Gen Strategy Shouldn’t Be

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There is no doubt that life is going to look a little bit different coming out of the COVID-19 pandemic. We have seen medical professionals turn to telemedicine, elementary school students begin eLearning, and even fine dining restaurants start.

Evolve or Die – Guide to Helping Legacy Marketing Staff Thrive

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How Marketing Can Drive Revenue Through an Optimized Channel Partner Program

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Here’s a channel marketing problem that every revenue-focused marketing leader should have a plan to solve: A sustainable (read: profitable) channel sales strategy must require each partner to sign up for and then meet a revenue target.