Whether you’ve done it once or many times, reporting out to your board on marketing’s performance can be both daunting and painful. From the hours spent gathering data to prove your existence to weaving the story together, the overall experience is often stressful, to say the least. It doesn’t have...
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Reporting out to your CEO and Board can be an extremely painful experience. The hours spent pulling data together from various dashboards, reports and spreadsheets are endless and weaving together a bulletproof story that can stand up to (what seems at times) “the firing squad” is grueling at best. Through...
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The B2B CMO job has become more demanding than ever. The job requires a technical understanding and data-driven approach. And now for the first time, marketing has the mandate (as well as the technology/tools) to meet specific revenue goals. While it may seem to be a precarious time to be...
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I recently attended a demand gen and marketing ops Meetup in San Francisco that featured a panel discussion on campaign attribution. While I wasn’t surprised about the interest level, I was surprised by a few things: Debate on whether attribution needs to be built on Salesforce Debate on trying to...
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The end of the year is upon us and while we’re measuring impact of our marketing programs on revenue for the year we’re also planning for the following year. By now, many people have a first pass complete of their demand gen plans and associated budgets while others are in...
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So much has been written about Account-Based Marketing (ABM) that writing yet another blog post on the topic seems completely unoriginal. Having said that, there’s a particular angle that hasn’t had much airplay. Simply put, ABM is not a panacea for all of marketing’s woes. Let’s be clear. The ability...
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When I started my marketing career many years ago, I learned that the buying funnel tracked the journey from product Awareness to Consideration to Preference to Purchase. That was what we marketers focused on as we planned our campaigns. Then the internet came along and changed pretty much everything. As...
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Today, Full Circle Insights announced the release of Full Circle Campaign Attribution, a groundbreaking marketing analytics solution that provides data-driven marketers with the intelligence to make budget decisions with confidence by measuring their campaigns’ performance and impact on revenue, all inside the most ubiquitous CRM system in the world. Full...
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