Wednesday, March 29, 2017
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Alignment

If Sales and Marketing aren’t on the same page, marketing automation will not succeed. Learn about best practices methodologies for aligning Sales and Marketing.

Why Marketing Can’t Automate Sales

Align Sales and Marketing

​Last year I brought my son fishing and he got frustrated when we weren’t catching anything. I explained to him that’s why we call it “fishing,” not “catching.” When it comes to business, we are getting spoiled. After all, today’s marketing technologies automate everything from lead scoring to email communications to email signature management (yes, a company does that). Scott Brinker’s ... Read More »

How to Track Inbound Referrals

How to track marketing referrals

So you have the whole tracking process down for analyzing Marketing Generated (Website, Advertising, etc.) and Sales Generated (Calls by Sales) leads. And then some weird leads start popping into your reports that you are not sure how to analyze. You do a little analysis and find out these are referral leads. Where do these fit? The Referral Lead Let’s dive a little deeper into ... Read More »

Call the Darn Leads – 11 Mistakes Companies Make

Dialing telephone keypad

Time and time again, I see leads in companys’ systems that are supposed to get contacted. Yet, they just sit and begin to grow mold like the old bread in the back of your pantry. The quick answer is “just call them,” but that’s not always the right solution. These aging marketing qualified leads (MQLs) result in wasted investment and lost opportunity. ... Read More »

The Evolution of Marketing Operations with Anna Bruning

Video Interviewon Marketing Operations with Anna Bruning

Years ago, someone would look at you like you were from Mars if you said the words “marketing operations.” Today, that terminology is still evolving, but the role is more important than ever. Marketing operations professionals are charged with monitoring, measuring, and analyzing the effectiveness of marketing initiatives as they relate to the overall company’s goals. HubSpot Blog In working with ... Read More »

Six Steps to Transform Your Lifecycle into a Revenue Machine

gear

A month ago, I was down at Disney World and I was trying to get into this sporting tent to watch my daughter participate in a cheering competition. There were a couple hundred people in a massive crowd waiting to go through a door. It was chaos with no organization. It reminded me of an inefficient funnel where leads have a ... Read More »

How to Fast Track Your Lead Lifecycle – The Monopoly Approach

Monopoly lead lifecycle

While playing Monopoly with my daughter recently, I was thinking about a way to optimize a client’s lead lifecycle funnel. Yes, I should have been concerned with her recent acquisition of Boardwalk, but a sudden trip to Reading Railroad got my creative juices flowing. Finally, I had a great example for something we marketers must do to measure conversions effectively–the Reading Railroad ... Read More »

Sales & Marketing Alignment in a Full Revenue Cycle

strategy

To maintain pace in a modern B2B marketing environment, it has become crucial to think in terms of a full revenue cycle, from initial awareness to sales closed, instead of simply in terms of a sales cycle. The full revenue cycle requires both sales & marketing departments working together towards the same revenue goals. McKinsey & Company recommends in a ... Read More »

Marketing Funnel Not Working? Go Surfing

Marketing Funnel Fix

Sometimes business conditions can lead to failure. Sometimes you need to surf. On a recent family ski trip to Jay Peak in Vermont, the snow was packed-powder perfect and the sun was shining bright. These are two big elements for a resort to have a great day at the ticket booth. Yet, there were a handful of skiers on the ... Read More »

The Drive-Thru Approach to Accelerating MQLs Through the Funnel

MQL Conversion Lead Funnel

Ever notice that when you go to a drive-thru window, some have timers? Why? Because the franchise has a goal for moving you through the system quickly—process your order (hopefully with a smile) and get you the heck out of there. Best-practice organizations treat Marketing Qualified Lead (MQLs) like the person going through the drive-thru window. Move it through the ... Read More »

5 Marketing Resolutions to Kickoff 2015

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2014 came and went. Now it’s time to get going on 2015 and make a real difference in the New Year. If you are like most people including myself, you make a small list of things you want to do better. Be a better dad and husband, eat healthier, ski more, etc. How about the business side? Putting your business ... Read More »