Full Circle Insights Blog
Selecting the Right Martech Solutions on a Shoestring Budget
The “2019 Martech 5000” infographic based on Scott Brinker’s work illustrates the rate of martech solution proliferation, showing how the martech space has grown to more than 7,000 solutions today. If you’re in charge of marketing for a smaller company with a limited...
Does Your Martech Stack Spark Joy?
Some studies say CMO tenure is getting longer in the booming economy, but the average duration on the job is still shorter for CMOs than it is for C-suite peers. And for digital services providers, the average CMO tenure is just 24 months. One potential explanation is...
Why Funnel Metrics are Essential to Marketing
Funnels are a terrific tool for understanding how a sales and marketing operation works. In fact, when I would join a new company, getting the data and creating the funnel would be one of the first things I would do as the new VP of marketing. The reason...
A Brief History of (CPU) Time
Humankind has tried to understand the nature of time since the first artist tried to meet a last minute deadline to deliver a cave painting before darkness fell. Even today’s greatest cosmologists struggle to understand what time really is, the relationship between...
Planning Your 2nd Half to Hit Annual Goals
Here we are in July (or August). Your company is trying to make sure the ship is on-course to meet revenue targets. And of course, the natural questions come pouring in from the CEO. Did marketing hit its numbers? Where are you on your year-end marketing goals? Are we...
Flywheel Goes Full Circle
In the early days of Jim Harbaugh’s coaching tenure with the San Francisco 49ers, Jim's mantra was "how can I be one percent better today?” As CEO of a venture-backed startup company, I often ask myself the same question: How can we be one percent better at making...
Show Marketing’s Value by Moving from Tactical to Strategic Reporting
It’s essential for marketers to be able to provide strategic reporting that demonstrates their impact on revenue. Many marketers focus exclusively on tactical reporting, such as email performance metrics. Tactical reporting is necessary too since activities that...
Top 3 Tips for Turning Customers into Brand Ambassadors
A simple truth drives the influencer marketing trend: people tend to believe what their peers or someone they admire says about a product or service more than they trust ad content from a brand. That’s true for consumers who are thinking about buying a new tablet, and...
Marketing spend: Time to invest in people
In an earlier post, we talked about how CMOs plan to spend more on martech, according to Gartner’s CMO Spend Survey 2018-2019, and whether the hefty rise in technology investment will lead to greater ROI. It’s an important question because B2B marketers are incredibly...
How Successful B2B Marketing & Sales Teams Use Analytics to Drive Revenue
Even with the best intentions, people can misread and misinterpret data. It’s easy to mistake correlation for causation. To demonstrate just how easy that is, one Harvard student searched the U.S. Census database, finding a strong correlation between random...