6 Things We Learned In 2021

2021 in review

Revenue attribution was a hot topic in 2021 with people falling somewhere on the spectrum between “hated it” and “love it.” The truth is more nuanced.

The Definitive Guide to Mult-Touch Attribution

Multi Touch Attribution

      “We’ve tried multi-touch attribution, and it doesn’t work.”   We’ve talked to a lot of people about marketing analytics. Many are frustrated by the promises made by marketing attribution platforms that fell short of expectations. Despite all of the data at our fingertips, many companies still struggle with telling a coherent story about their […]

See CaliberMind in Action


  B2B Organizations typically spend 15-24% of their annual revenue on marketing and sales. The C-Suite has high expectations. They want marketing and sales to track their return on investment to precisely understand how much they need to invest in the go-to-market engine to achieve a specific revenue number.   Marketing, in particular, has historically […]

The Phases of Marketing Analytics Maturity

Marketing Data Stages

According to a Fournaise Group study, a staggering 80% of CEOs don’t trust their CMO. By comparison, 90% of those same CEOs trust their CIOs and CFOs. The Fournaise study is still being actively quoted by reputable sources today because it resonates with the underlying problems business leaders identify with their marketing leaders today. Let’s break […]

The Hidden Costs of Bad Marketing Data

dollar shredded

This year we saw a lot of change. B2B employees made a massive shift to remote working (blowing up IP recognition software). Companies shifted their existing events online (without realizing that what works in person doesn’t translate well to an online forum). And everyone moved more of their budget to digital because that’s where their […]

Fivetran Webinar: What’s a Customer Data Platform?

powered by fivetran

The New Edge for Customer Data Platforms Automated Data Integration   Recently, our CEO (Eric Westerkamp) was invited to present during a Fivetran webinar. During this presentation, he covered what a customer data platform does and does not do, what is unique about CaliberMind, and what people should consider before building their own customer data […]

What Is a Single Source of Truth?

Single Source of Truth

Last week we discussed why it makes sense for marketers to invest in analytics. This week we’d like to dig deeper into what a single source of truth should and should not be.   Before we go any further, we’d like to clarify that a single source of truth (SSoT) is not synonymous with where people visualize the data. […]

The #1 Reason It’s Time to Invest in Marketing Analytics

Data Driven Marketing

“If it’s not in Salesforce, it didn’t happen.”   It’s a fine slogan for a VP of sales, but it’s an outlook that should never be adopted by a CMO or CEO. The rest of the organization (product development, operations, finance, customer success, etc.) already knows better.   Organizations need an array of applications to […]

10 Pillars Every Marketing Analytics Tool Must Have

Key Pillars Cover

B2B marketing is hard, especially in 2020. You’re competing with a trifecta of black swans (pandemic, recession, and election) for attention, physical events evaporated, and every digital advertising platform seems to have changed their algorithms. You need to be where your audience is, and it takes twenty tools to be there.   Now the executive […]

How to Measure Campaign Effectiveness

Campaign Effectiveness

Search for “campaign effectiveness” in Google, and you’ll see that a lot of people are asking what campaign effectiveness means and how to measure it:     It’s a question that a lot of people ask because the default metrics alone aren’t enough.   Campaign Metrics Before we go into how to measure campaign effectiveness, let’s […]

2020 Guide to Marketing Qualified Accounts (Video)

MQA Feature Image

    B2B Marketers have been trying the same thing for ages and expecting different results. They develop a lead engagement score, and sales complains. They change it, and sales still complains. They use sales’ feedback, and is it better? Nope. Every. Single. Time. Because many of our CRM systems split up person data across […]