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...

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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...

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Martech spending is up, but what about ROI?

In Gartner’s CMO Spend Survey 2018-2019, the outlook for martech is rosy, with spending on technology rising from 22 to 29 percent of the total marketing budget. But spending on labor and agency support dropped from 27 to 24 percent and 25 to 23 percent, respectively....

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Was it as good for you as it was for me?

Suppose that your best friend set you up on a date. After the date, your best friend asks, “How did it go?” Since you’re a quantitative marketer, you put a hidden camera in your jacket so that afterward you could evaluate the engagement level of the date...

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Are Marketing Analytics Broken?

Imagine that you hire a marketing intern, and on day one of the job, they make an odd request: “I want to know everything there is to know about this company’s customers. What can you tell me?”   How are you supposed to answer? The scope of the question defies any...

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