In my last post, I discussed the common challenge that CMOs face with sales leaders who become obsessively focused on getting “premium leads” with C-Level executives. See my post on “Glen Garry Leads.” Your gut instinct might tell you that leads with more senior executives will result in a higher lead-to-opportunity conversion rate or faster deal cycles. However, in my…
Category: Data Driven Marketing
Is Data Becoming More Important than Budget for Marketing Departments?
For decades, Chief Marketing Officers have measured their self-worth and stature by the size of their budgets and the number of people who work for them. In 20th century marketing, a bigger budget meant you could buy more advertising; you could buy a bigger trade show booth; and you could buy more leads. But times are changing. In the 21st…
Over 80% of Marketing Spend is Wasted
There is an old adage that is often repeated by business owners – “I know half of my advertising is working. I just don’t know which half.” CEOs have been repeating this expression for over 100 years without much disagreement. But I would disagree with one aspect of the statement – that the percentage that of most company’s marketing investments…
Engineering Revenue – The New Mission of Marketing
Gone are the days of guessing, hoping and praying for results. Today’s marketer needs to scientifically, reliably and predictably generate demand using data-driven approaches and modern technology. I call this approach engineering revenue. And that is the new mission for today’s marketing organization.
