Articles by Matt Ostanik

  • It’s more than a gut check: Overcoming the follies of sales forecasting

    It’s more than a gut check: Overcoming the follies of sales forecasting

    Every business leader has paid the price for the follies of sales forecasting. That price is paid when services are scaled back, products are eliminated, budgets are scrutinized or, much worse, positions are eliminated. According to Concentric’s State of Forecasting Report, 90% of companies said sales forecasting was important to business success, yet only 13% were […]

  • Why is data-driven marketing so hard and what the heck does it mean?

    Why is data-driven marketing so hard and what the heck does it mean?

    By now, we are all familiar with the Gartner prediction that CMOs would have a larger IT budget than CIOs by the end of 2017. It’s too soon to tell whether that prediction was accurate in absolute terms, but regardless of the outcome, Gartner was prophetic in its premise that incredible advancements in marketing technology […]

  • 4 Ways Marketing and Sales Teams Can Hit Their Revenue Targets

    4 Ways Marketing and Sales Teams Can Hit Their Revenue Targets

    It’s a new year and that means the reset button for “revenue planning” has been hit by many sales and marketing teams. If you’re in that camp, I have two questions for you: 1. Do your goals for 2018 make you feel like a passenger getting ready to board a plane that will slowly elevate […]

  • Why I’ve taken personal and financial risks—twice—to solve problems

    Why I’ve taken personal and financial risks—twice—to solve problems

    I didn’t start my career as an entrepreneur. I started as an architect with dreams of making my designs reality. But a problem in that industry sidetracked me and led to me building my first technology startup. As a young professional in the design and construction industry, I saw firsthand the inefficiency of using paper […]

  • Marketing Attribution 101

    Marketing Attribution 101

    In a complicated sales process, it is common for marketing to touch a prospect multiple times. How do you measure how much impact every marketing touch had? The answer to this question is “marketing attribution.” Attribution is the process of assigning credit to the different marketing touches that occur over the course of a prospect […]

  • Measuring Your Overall Funnel Effectiveness

    Measuring Your Overall Funnel Effectiveness

    Your marketing and sales funnel is a factory. You have bought a building, purchased equipment, and are paying laborers (your marketing and sales staff) to run the factory for you. The factory gets fed with raw materials (new leads and prospects), and the output is new paying customers for your business. How effective is your […]