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A Client’s Journey—What, How, and Why?
We talk a lot about journeys in our business, usually in the context of a “customer or buyer’s journey” or a “project roadmap.” Broadly speaking, a journey can be defined as a passage or progress from...
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The 3 Most Common Mistakes Marketers Make with Lead Acquisition
Like any good marketer, I’m sure your team is tasked with bringing new leads into the sales pipeline. What this typically looks like is partnering at trade shows, sourcing lists, and hosting private...
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Who’s on First, What’s on Second? – Setting Technology Priorities
Read Part 1: Choosing the Right MarTech Tools for Your Demand Factory® It’s complicated and sometimes confusing, for sure – but building a Demand Factory doesn’t have to feel like a Laurel and Hardy...
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4 Ways to Protect Your Time and Avoid Burnout in an Always-On World
Despite all of the challenges people have experienced over the past year, one bright spot has emerged: the value of time. How we valued our time before the pandemic isn’t necessarily how we value it...
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The Modern Marketing Organization: How to Structure Your Team for...
Great leaders credit success to their teams. That’s why you’ll often hear marketing leaders say things like, “I only want to hire rockstars.” The people component is critical when it comes to...
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How To Repair An Email Campaign: The Uh-Oh Email
Do you remember launching your first email campaign? All your co-workers gathered around you, and your palms were slightly sweaty as you all counted down, “4, 3 ,2 ,1, SEND!” Ping! It arrived in your...
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Revenue Operations in a Crisis: What Should Marketing and Sales Be Doing —...
These uncertain, novel times are challenging enough for us all to navigate personally — let alone as marketers. So, it’s no surprise that the question I’m being asked the most by my fellow Revenue...
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Video Marketing: Your Pipeline’s New Best Friend
If video isn’t currently a part of your marketing mix, it’s time to make it your new BFF! Video marketing has quickly stolen the spotlight as one of the most effective and fastest-growing channels. It...
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Let’s Be Enablers: You CAN Make Everybody Happy with Sales Enablement
Just like the “co-dependence” of Sales and Marketing is a good thing, in the context of sales enablement, being a true enabler is a good thing! Sales enablement is an increasingly hot topic around the...
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4 Ways to Nurture a Winning Team
In my career, I’ve been very fortunate to work for managers who made coaching and developing their team members a top priority. Unfortunately, not everyone is so lucky. In fact, roughly three million...
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Help Me, Obi-Wan — Choosing Your Marketing Technology Vendors
Read part 1: Oh Look, A Squirrel – Avoiding “Shiny Toy” Syndrome with Strategy Read part 2: Who’s on First, What’s on Second? – Setting Technology Priorities When it comes to introducing new...
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How to Take Your Data on an Adventure
Marketers have more access to more data than ever before. How many times have you received an automated email or a slide deck with scores of numbers, tables, charts, and graphs from the multitude of...
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Get, Keep, Grow: The Strategic Value of Customer Scoring for Demand Generation
As marketers, we understand the importance of being customer-centric in our demand generation efforts. Keeping your ideal customer at the center of your demand generation strategy is a must if you...
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Benchmarking Your Demand Factory: Why Industry Benchmarks Don’t Mean What...
Recently, I gave a workshop for a client on the Demand Factory. It was going well with great engagement amongst the different teams as they tackled the big problems. There was that hope in the room...
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Keep Your Data in Check: Routinely Analyze your CRM and MAP Data Objects
You probably check your car’s tire pressure and oil level occasionally; most drivers have learned that under-inflated tires can cause poor performance and loss of control, and low oil can damage the...
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Is It Time to Clean Up Your Marketing Automation Platform — or Move to a New...
Marketers are sending out more digital communications than ever. That means they’re asking more of their MA platforms than ever before. Combine that with canceled in-person events and many of us...
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Simplifying the Impossible: Focus on the Most Impactful Task and the Rest...
Whether you’re just starting out, you’ve been doing this for a while, or you’re onboarding a complex marketing automation (MA) system or other MarTech, executing on your strategy and showing results...
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The Year of the Demand Factory™: 2015
The new year is upon us—and my single prediction for 2015 is that this will be THE YEAR that Marketing will be on center stage in the corporate limelight. After a decade of innovation in marketing...
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Do You Need a MarTech Council?
I can’t say that I’m surprised by some of the numbers I’ve seen recently describing the MarTech space: 7,040 solutions (Scott Brinker’s Marketing Technology Landscape Supergraphic) Accounts for 29% of...
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Make Your Data More Effective (Part 2): How Data Normalization Works
Read Part 1 What type of data should be normalized? Any open text field may be problematic, but data categories that describe the buyer persona or impact business processes are the best candidates for...
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