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.
“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 marketing department’s […]
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 […]
Marketers are under constant scrutiny. The C-Suite demands that they prove their return on investment and pipeline contribution.
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.
With market uncertainty, businesses exercise more caution. This isn’t a bad thing as long as they realize they need to invest in analytics infrastructure.
Eric Westerkamp covers what a customer data platform does, what’s unique about CaliberMind, and what people should consider before building their own.
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.
Marketing tactics are always changing, which means the tools marketers use frequently change as well.
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 […]
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 […]
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 […]