It’s Hard to Measure What’s Invisible

Recently, I noticed a trend of disparity between the metrics that marketing departments are held accountable for vs. the metrics that are truly meaningful to CFOs and CEOs for decision making purposes.  Understandably so, marketing departments must focus on the metrics that they are held accountable for since this is... Read more ›

The Importance of Creating Marketing Partnerships

For any company to have a strong and successful marketing department it must have solid partnerships in place.  This could be partnerships between technologies (i.e. CRM and marketing automation), it could be partnerships between departments (corporate marketing and product marketing, for example), or it could be partnerships with other companies... Read more ›

Intentional Culture

For those of you who know me (or those of you who have read my bio), I was in the consulting world for over a decade before founding Full Circle CRM with Bonnie, Andrea, and Dan. During those years I had many occasions to be grateful that I was the... Read more ›


A Renewed Focus on Marketing Analytics

Last week Accenture came out with a great piece called From Marketing Communications to Experience Engineering: The New Role for CMO’s in the Digital Era.  This article outlined many different things that modern CMO’s (Chief Marketing Officers) must do including the empowerment of marketing operations, tracking marketing technology innovation, and digital... Read more ›

Measuring Campaign ROI

Marketers and executive teams are becoming increasingly focused on the all-important campaign ROI number. The problem with this of course is that in our multi-touch marketing world there is rarely just one campaign responsible for generating an entire opportunity. We’ve gotten so caught up in the idea that ROI is attached... Read more ›

Using Big Data To Bring Marketers Together

Michael Brenner has a great ongoing interview series called the Future of Marketing and the interview he posted today with Steve McKee, Is Big Data The Future of Marketing?, really caught my attention. Steve talks about the “rapid escalation of big data and the tools available to analyze it” as... Read more ›

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