Tag Archives: Marketing Reporting

When Reporting on Marketing Performance, Think Switzerland

From time to time, I’m asked where formal responsibility for marketing measurement should sit within an organization. I have to fight the urge to just blurt out “Switzerland.” While I’m not seriously advocating offshoring your marketing, Switzerland has an historic reputation of remaining neutral in international affairs. And when it comes to desirable characteristics for marketing reporting, I’d place neutrality toward the top of the list. Think about it this way: marketing performance reporting should provide a shared view of what’s really happening. It needs to answer questions like: What can be proven? What can be inferred? What can be learned? What’s going well? What must be changed?

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Sales and Marketing Measurement: Aligned, Not Identical

Most of the marketers I work with have gotten the message: Sales and marketing alignment matters. They’ve accepted the evidence showing that well-aligned organizations perform better. They understand that sales and marketing alignment means that sales and marketing are moving in the same direction and working toward the same end in a coordinated way. But what’s harder for many is making peace with this reality: Sales and marketing reporting should not be identical – even when each is intended to drive aligned contributions.

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A Tale of Two Benchmarks

Here’s a tale of two benchmarks, both SiriusDecisions customers. We recently benchmarked their marketing and sales budgets; both have annual revenue of less than $50 million, are primarily software vendors, ...

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Is Content the Elephant in the Analysis Room?

It’s hard to avoid reading something about how “content is king” in B2B marketing right now, but what does that really mean and what are you supposed to do about ...

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Private Equity’s Impact on B2B Marketing

B2B firms are no strangers to private equity and the immense financing opportunities it provides. Many start-ups and small companies — especially those in the high-tech space with high growth ...

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Three Wishes for B2B Marketing in 2011

We analysts aren’t much good at wish-granting. It’s usually the case that we have to tell people the answer is harder than they’d like it to be and that it ...

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Teradata to Acquire Aprimo

Teradata has announced its intent to acquire Aprimo for $525 million. Given, IBM’s acquisition of Unica, this scenario was always a matter of when rather than if, and continues the consolidation of the ...

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Calculating The ROI Of Marketing Automation Platforms

How times have changed. It’s clear that many B2B organizations now understand the need for marketing automation technologies, and the need for optimized processes and skills to leverage them, as ...

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United We Stand: Aligning B2B Sales and Marketing Budgets

How’s your budget? Is it everything you hoped for or wished for? In most cases, the answer year in and year out is “No.” And that’s to be expected when ...

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B2B Social Media By The Numbers

We collect a large amount of data in the course of our conversations and benchmarks with clients and other B2B companies. Given the requests we receive from the market at ...

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