Developing Your Marketing Budget for 2021

It is budgeting time for many companies.  Marketing typically has one of the more complex budgets in the organization with lots of different technology systems, vendors, and programs whose costs need to be forecasted.  Using the past year’s actual expenses often is a good starting point.  However, if your organization is growing quickly and your needs are changing then historical…

Developing an SLA between Sales and Marketing

One of the best ways to build collaboration between sales and marketing is to establish a formal SLA between the two organizations.  The SLA can cover a wide range of business processes and reporting metrics, but the most important aspect will be establishing quantifiable goals for lead generation. In some cases, the SLA might define the total number of leads…

Zero Clicks and the New Search Landscape

Over the past few years Google has been introducing various “SERP features” like knowledge panels that appear intermixed with its ads and organic search results.  These SERP features include rich media like images, videos, tweets, news stories, and company logos associated with the keyword as well as snippets of information like definitions, topic overviews, and FAQs. The team at Moz…