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Build the Foundation for Better Marketing Performance
Today’s marketing leaders are fully accountable to a new corporate mandate of growth. Growth of market, growth of customers, and growth of the team. To fulfill this mandate, marketing organizations must know what’s working and what’s not – but it’s clear we’re not there yet.  Marketing investments are static in...
From Reactive to Proactive: The Rise of Strategic Marketing Ops
“It’s clear that for CMOs and marketing leaders, it’s show time. It’s time to show marketing’s financial management credentials… It’s time to assume accountability for business performance.” – Gartner The role of Marketing Operations is undergoing a dramatic transformation from a reactive support function to a strategic partner to the...
Hit Reset: Building an Operational Foundation for Growth
According to McKinsey, 83% of CEOs believe marketing can be a major driver of growth in the coming year – yet only 23% think that marketing is delivering on that agenda. If you’re in planning season chaos – aka misaligned on goals, managing bloated spreadsheets, experiencing a lack of process...
Mastering the Marketer's Data Journey
Data is the currency that drives business forward. However, marketing organizations often lack a strategy around their data. Many marketing organizations set their plan, start executing and then chase their desired metrics without a common marketing data hierarchy and taxonomy across their team. This leads to inconsistent and inaccurate measurements...
The Marketer's Data Journey Webinar with Workfront
Data is the currency that drives business forward. However, marketing organizations are often lacking a strategy around their data. Many marketing organizations set their plan, start executing and then chasing their desired metrics without any real consideration of a data strategy. This leads to inconsistent and inaccurate measurements and long...
CMO Confessions: Is an MQL still relevant today?
If marketing-qualified leads are all that matters, then why are your salespeople still struggling to close opportunities? Is it because your threshold for what an MQL is needs adjustment? Or, is it because MQLs just aren’t relevant anymore?  Marketers, it’s time to come clean and cut through the BS when...
Webinar Series: Designing the Marketer’s Data Set for Better Execution
In this three-part webinar series, we’re discussing what separates the average marketing organization from the best in the world. From our work with hundreds of marketers from organizations like VMware, Signify, General Electric and more, we’ve learned it’s not solely about the best creative campaigns or highly efficient execution – the best marketing organizations excel by first...
Words of Wisdom from Marketers who #RunMarketingBetter
What does it mean to Run Marketing Better and how can you level up your own organization? Hear thoughts and advice from marketing leaders at Box, Cloudera, Equinix, NI (formerly National Instruments), and FireEye. See Also: Gina Reese, Cloudera (formerly Hortonworks) – Customer Testimonial Helena Lewis, NI – Customer Testimonial...
What is Marketing Performance Management (MPM)?
MPM is the solution to Marketing’s toughest challenge: proving impact on the business. Learn more in this 70 second explainer video, or visit our What is MPM? page. Interested in more marketing performance management content?
The Marketer's Dilemma: When to Use ROI vs Attribution
Marketers must be able to confidently invest in programs that drive impact for their organizations, but what tools do they have to guide these decisions? The answer lies in their data, but does this come from ROI assessments, attribution models or a combination of the two? Many marketers may choose...