Guest Post from Watson Vermont “Well, it’s event season and the official start to this year’s series was marked by the Marketo Summit in San Francisco two weeks ago. Not only was it the first event of the season, but it was also the first event of my career and...
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Four years ago to the day (whoa!) I wrote a blog that offered an explanation of and considerations for how to organize your Salesforce database in Leads and/or Contacts. Now that we are irrefutably in the midst of the “Age of ABM” I thought it would be prudent to take...
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Alignment between sales and marketing departments has always been a challenging request for marketing and sales operations roles alike. It’s almost as though sales and marketing...
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A recent marketing research piece put out by the Aberdeen Group, identifies the number one reason for not implementing better marketing technology as a lack of defined or mature marketing process. If your organization is looking for better marketing visibility and analytics solutions, it is imperative to configure them in...
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With the many different enterprise reporting and analytics solutions available, it is no wonder that there is some uncertainty as to which platform to use. Obviously, analytical capabilities built directly inside of certain departmental software solutions make them a more attractive reporting option for those specific departments (i.e. sales reporting...
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When attacking a large project, it’s important to address the many components of the project with an appropriate order of operations in mind – i.e. which project pieces are to be addressed first, before others. This is important because we otherwise run the risk of painting ourselves into a corner...
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I ended Part 1 of this blog post a few weeks ago by recommending as an effective means to socialize the concepts of campaign influence internally that you first make sure you are aware of the attribution methodology that your company currently uses. As a reminder, it is important to...
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Changes in reporting methodologies are sometimes difficult conversations to broach – because this effectively redefines the ways your organization reports and subsequently changes the way people are measured, it can be met with some resistance. That said, change is inevitable and needs to be embraced as we gain access to...
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One of the greatest challenges companies face with increased access to technology is trust. With a high level of access to many different kinds of business specific data, companies are feeling increased pressure to leverage this data to derive insights and make decisions. That said the biggest obstacle in actually...
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