Alignment is one of the biggest reasons a sales team loses confidence in marketing. For B2B companies, the chain of events usually unfolds in the following way: In the end, the misleading metrics and underperformance of the marketing leads “teach” sales that all marketing leads seem worse than they actually...
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As you plan for 2018, you might be looking at lofty revenue goals. To address those lofty goals, you may be turning to an Account-Based Marketing (ABM) strategy to vastly improve your conversion rates. It makes sense, ABM promises higher efficiency through better account targeting. But, could ABM potentially hurt...
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Account Based Marketing. It’s a term that gets thrown around the industry just as much as AI these days and can be pretty intimidating especially when trying to figure out how to get going. It seems like a beast that’s difficult to get your hands around. But guess what…it’s not....
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What is lift analysis and why should you use it? Lift analysis is a measurement of how a Campaign impacts specific key metrics like deal velocity, conversion rate, or average deal size. When it comes to multi-touch attribution, a marketing lift analysis can be applied by looking at Opportunities that...
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This is a continuation from my blog post that began with the basics of campaign attribution and focused on single-touch models. In the below, I elaborate on multi-touch attribution models. To learn more, download our attribution methodology resources. You’re investigating whether multi-touch campaign attribution is right for you and your...
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Here we are in July. 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 on track? If...
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The lead status field is often a source of contention between Marketing and Sales within an organization. The field is typically used to communicate the status of a record to both the reporting users and the sales rep who is working the lead. The reporting user wants to see explicit...
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If there is commercial software available that solves even part of a problem you are facing, it is almost always far less expensive to purchase the solution than to build one yourself. Every software vendor, no matter what the application, will occasionally hear from a prospective customer something along...
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This guest blog post was contributed by Greg Greunke, VP Customer Success at ThinkSmartOne. As you already know, Salesforce has the potential to quickly and easily bring together company data, providing a single source of data for operations, marketing, and sales. This, in turn, enables better forecasts, analysis, and decisions....
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With today’s release of the IDC Salesforce Economy study, I thought this would be a good time to reflect on my first 3 months working as the Partner Manager of our Salesforce relationship at Full Circle Insights, an ISV partner within the Salesforce ecosystem. When I was interviewing for this...
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