Category: Marketing

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

Hit & Exceed 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 […]

Marketing Attribution 101

Marketing Attribution Road Map

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 […]

The Importance of Data-Driven Service Level Agreements

Data-Driven Service Level Agreements

Anyone who has spent any amount of time in the professional world knows that holding teams and individuals accountable is key in company success. While it’d be convenient to believe that all of the departments in all of our companies are self-motivated and interested only in the success of the organization, we know better. We […]

Why Does Sales Need Marketing?

Why Sales Needs Marketing

For anyone who has spent any time alongside a sales team, it is not uncommon to hear some gripes about the marketing folks across the hall. “All they do is spend money. We’re the ones out chasing leads!” To some salespeople, marketing is just a waste of company resources, because “any good salesperson can sell […]

How Sales Should Use Marketing To Close Deals

How Sales Can Use Marketing to Close Deals

Salespeople: How many times have you been inches from closing a deal, only for it to fall through? How many times has this happened, and you’ve thought, “Gee, if only I had <insert a piece of content> for that prospect to see. It’d close for sure!” It turns out, marketing teams can help sales teams […]