Agile Marketing How-To Guide
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Agile Marketing is a tactical approach that allows marketing teams to adapt quickly to challenges and opportunities. It focuses on completing projects incrementally to get faster results and continuously improve over time. Following an Agile process encourages transparency, adaptability, and happier team members who can produce more consistent outcomes. This guide provides an overview of Agile Marketing, how it works, and tools to help teams implement it.
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CMOs live in one of two worlds: possessing the ability to prove the long-term, quantitative impact of marketing, or lacking the visibility and control to make confident marketing decisions. When proof of marketing’s successful performance and contribution to the business is undisputed, it is because the CMO runs marketing as a profit and loss center. Furthermore, marketing defines its performance by comparing results to a set of CEO-relevant objectives. For top performing marketing departments, There is little gray area; it’s always clear how marketing is performing. Thanks to this clarity, marketing enjoys ample resources as the business case for investing in it is easy to make, and when the pressure to grow revenue increases - marketing’s value only grows.
It’s a different story for CMOs that are unable to quantify the impact of marketing. When this is the case, marketing is viewed as an expense, and determining marketing’s impact is a popularity contest. Marketing’s existence in this environment is regularly in peril, subject to the whims of the C-suite’s opinion du jour and all the while marketing rides a funding rollercoaster. At the first sign of corporate economic distress, rather than turn to marketing to engineer a rescue, marketing is often at the front of the line for the budget-cutting axe.
Lifecycle Marketing Benchmark Report
It’s well known among marketing professionals that customers go through a series of stages – a lifecycle – in their relationship with vendors. Despite differences in customers and the vendors with whom they do business, the lifecycle stages are pretty universal: Awareness (also known as Attraction), Consideration, Purchase, Retention and Advocacy. What differs is how long prospects remain in each stage, what kind of experience they have while they’re there, and what must happen to advance the relationship to the next stage.
Marketing is ideally the steward of the customer journey, and it faces several challenges in fulfilling this responsibility. One of the most formidable challenges is the self-directed nature of the journey. The norm is for prospective customers to start their journey in stealth mode, making significant progress on their own without marketing and sales aid, influence or assistance. Marketing has historically presided over the Awareness stage, and together with sales, the Consideration stage. But now, customers often pass through both of these stages undetected, and marketers understandably feel some anxiety over their diminished influence in these lifecycle stages.
While the stages of the customer journey are well known, from the customers’ perspective traversing them is sometimes a bumpy ride. Customers don’t view their relationship with vendors as a series of stages, each with a different conductor who may or may not know what transpired in a previous stage. Customers want a smooth journey and expect vendors to know the history of their relationships and the content already consumed; they don’t want to have to re-explain their needs and interests each time they transition to a new stage. They prefer seamless, consistent quality across all touch points and stages of the relationship, regardless of the device or channels through which interaction occurs. They value one-to-one, contextually relevant engagement that is sensitive to who they are, what they do and where they’re going.
The State of the Sales & Marketing Funnel
The classic B2B sales and marketing funnel is a model that has served marketers well for decades. An entire ecosystem of job titles, roles, responsibilities and technologies now exists around the funnel. Funnel management has evolved as a science with precise measurements that marketers use to manage and optimize a set of complimentary tools, processes and relationships that have to work in harmony to pull things through the funnel. But whether marketers realize it or not, they’re no longer working with their grandfather’s funnel.
A sustained period of barely perceptible change with the funnel has taken most marketers to an unfamiliar place. Top of funnel performance in the not too distant past was often the worst. It was predictably unreliable, with a chronic shortage of leads to feed the more efficient, demanding and hungry sales process at the bottom. An expansive collection of tools, technologies and solutions has been directed at the funnel’s traditionally weak point – the top – to increase the inflowing leads from a trickle, to a stream to now in many cases, a deluge. While marketers welcome the lead flow, for most it simply moves the problem to another funnel location.
The reality for many marketers is they now have more people interacting with their content. There are ever greater numbers of things to follow-up on, to route, to track and to push through the funnel. Demand Metric, in partnership with MRP, has completed a study about the current state of the funnel. The “funnel flow” survey measured how well leads flow through the sales and marketing funnel. This report shares the data and analysis from this research effort, providing insights on how to optimize the flow of leads through the funnel.
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“Email blasts are the main communication tool. When angry recipients demand opt-out, the leadership team doesn't take the request seriously until legal action is threatened. There are no goals set from Social Media to measure success. We still use FAX blasts with the assumption that they are effective. Brochures are still used with very heavy amounts of text (copy). Any time a discussion is brought up about content marketing with valuable information provided for free to help grow the community - the idea is dismissed as ‘giving away the farm’...We've seen membership remain flat and decline and event attendance is flat with fluctuating numbers by location but no real evidence of growth.”
As the comment above suggests, marketing’s failure to perform isn’t always the fault of marketing. There are many issues that help or hurt marketing’s effectiveness. This study takes a broad look at the issues shaping the association marketing landscape, reports the data from the study survey, providing some analysis and commentary to help association marketing improve.
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Acquired Data Benchmark Report Resource Overview Dun & Bradstreet sponsored ...
Two broad approaches exist to improve data quality, accuracy and completeness: an in-house data hygiene process, and using external data or services. In a study sponsored by Dun & Bradstreet, Demand Metric studied both approaches, looking closely at the use of acquired data in sales and marketing applications/solutions.
The goal of the study was to learn how companies are using acquired data and how that data is making a difference in campaigns, demand generation and other key results. This report details the findings of this study, providing benchmarks for acquired data performance and making the case for its use.
Advanced Marketing Performance Management Benchmark Report
CMOs live in one of two worlds: possessing the ability to prove the long-term, quantitative impact of marketing, or lacking the visibility and control to make confident marketing decisions. When proof of marketing’s successful performance and contribution to the business is undisputed, it is because the CMO runs marketing as a profit and loss center. Furthermore, marketing defines its performance by comparing results to a set of CEO-relevant objectives. For top performing marketing departments, There is little gray area; it’s always clear how marketing is performing. Thanks to this clarity, marketing enjoys ample resources as the business case for investing in it is easy to make, and when the pressure to grow revenue increases - marketing’s value only grows.
It’s a different story for CMOs that are unable to quantify the impact of marketing. When this is the case, marketing is viewed as an expense, and determining marketing’s impact is a popularity contest. Marketing’s existence in this environment is regularly in peril, subject to the whims of the C-suite’s opinion du jour and all the while marketing rides a funding rollercoaster. At the first sign of corporate economic distress, rather than turn to marketing to engineer a rescue, marketing is often at the front of the line for the budget-cutting axe.
Lifecycle Marketing Benchmark Report
It’s well known among marketing professionals that customers go through a series of stages – a lifecycle – in their relationship with vendors. Despite differences in customers and the vendors with whom they do business, the lifecycle stages are pretty universal: Awareness (also known as Attraction), Consideration, Purchase, Retention and Advocacy. What differs is how long prospects remain in each stage, what kind of experience they have while they’re there, and what must happen to advance the relationship to the next stage.
Marketing is ideally the steward of the customer journey, and it faces several challenges in fulfilling this responsibility. One of the most formidable challenges is the self-directed nature of the journey. The norm is for prospective customers to start their journey in stealth mode, making significant progress on their own without marketing and sales aid, influence or assistance. Marketing has historically presided over the Awareness stage, and together with sales, the Consideration stage. But now, customers often pass through both of these stages undetected, and marketers understandably feel some anxiety over their diminished influence in these lifecycle stages.
While the stages of the customer journey are well known, from the customers’ perspective traversing them is sometimes a bumpy ride. Customers don’t view their relationship with vendors as a series of stages, each with a different conductor who may or may not know what transpired in a previous stage. Customers want a smooth journey and expect vendors to know the history of their relationships and the content already consumed; they don’t want to have to re-explain their needs and interests each time they transition to a new stage. They prefer seamless, consistent quality across all touch points and stages of the relationship, regardless of the device or channels through which interaction occurs. They value one-to-one, contextually relevant engagement that is sensitive to who they are, what they do and where they’re going.
The State of the Sales & Marketing Funnel
The classic B2B sales and marketing funnel is a model that has served marketers well for decades. An entire ecosystem of job titles, roles, responsibilities and technologies now exists around the funnel. Funnel management has evolved as a science with precise measurements that marketers use to manage and optimize a set of complimentary tools, processes and relationships that have to work in harmony to pull things through the funnel. But whether marketers realize it or not, they’re no longer working with their grandfather’s funnel.
A sustained period of barely perceptible change with the funnel has taken most marketers to an unfamiliar place. Top of funnel performance in the not too distant past was often the worst. It was predictably unreliable, with a chronic shortage of leads to feed the more efficient, demanding and hungry sales process at the bottom. An expansive collection of tools, technologies and solutions has been directed at the funnel’s traditionally weak point – the top – to increase the inflowing leads from a trickle, to a stream to now in many cases, a deluge. While marketers welcome the lead flow, for most it simply moves the problem to another funnel location.
The reality for many marketers is they now have more people interacting with their content. There are ever greater numbers of things to follow-up on, to route, to track and to push through the funnel. Demand Metric, in partnership with MRP, has completed a study about the current state of the funnel. The “funnel flow” survey measured how well leads flow through the sales and marketing funnel. This report shares the data and analysis from this research effort, providing insights on how to optimize the flow of leads through the funnel.
State of Digital Marketing in Associations Benchmark Report - 2016
This association marketing benchmark study is now in its third year, and from the beginning, the study’s goal has been to help associations become better at marketing. A healthy, effective marketing function whose contributions are well understood is a key ingredient to overall association wellness and growth. Yet, such market functions are in the minority, not just in the association world, but across corporations as well. At the low end of the marketing effectiveness spectrum are organizations that struggle, as represented through comments shared by this frustrated association marketer:
“Email blasts are the main communication tool. When angry recipients demand opt-out, the leadership team doesn't take the request seriously until legal action is threatened. There are no goals set from Social Media to measure success. We still use FAX blasts with the assumption that they are effective. Brochures are still used with very heavy amounts of text (copy). Any time a discussion is brought up about content marketing with valuable information provided for free to help grow the community - the idea is dismissed as ‘giving away the farm’...We've seen membership remain flat and decline and event attendance is flat with fluctuating numbers by location but no real evidence of growth.”
As the comment above suggests, marketing’s failure to perform isn’t always the fault of marketing. There are many issues that help or hurt marketing’s effectiveness. This study takes a broad look at the issues shaping the association marketing landscape, reports the data from the study survey, providing some analysis and commentary to help association marketing improve.
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How influential is sales and marketing alignment on achieving revenue goals? A Demand Metric Benchmark Study concluded that sales and marketing alignment is more than just “happy talk”; it has a real effect on revenue performance.
In June 2013, Demand Metric conducted a benchmarking study to assess the influences on sales and marketing alignment and how in turn in impacts revenue performance. Key findings from this study include:
• Not an “all or nothing” proposition: complete alignment of sales and marketing goals is related to the highest revenue achievement, but even partial alignment is far superior to none.
• Rose-colored glasses: Presidents, CEOs or owners of their firms are more likely to perceive strong or complete sales and marketing alignment than their sales and marketing teams.
• Two is better than one: Organizational structure is related to achievement. Separate sales and marketing teams outperform organizations where sales and marketing operate as a single, combined team.
• The one with the best tools wins: Mature implementations of sales and marketing systems, such as marketing automation or CRM, are having a significant impact on revenue achievement.
• Integration = Revenue: The highest level of revenue achievement coincides with the highest level of integration effectiveness between sales and marketing systems.
• Diminishing returns: once qualified leads account for 10% of total leads generated, revenue achievement remains flat even as the percentage of qualified leads increases.
Learn more about the impact of sales and marketing alignment on revenue performance by downloading a copy of the report.
Table of Contents
1. Introduction
2. Executive Summary
3. Research Methodology
4. Revenue Goal Acheivement
5. Perception of Alignment
6. Organizational Structure
7. Alignment & Technology
8. Leads & Lead Quality
9. Analyst Bottom Line
10. Acknowledgements
11. About Demand Metric
Research Methodology
The Demand Metric 2013 Sales & Marketing Alignment Survey was administered online over a period of June 24th through June 30th, 2013. During that time, over 600 responses were collected, 550 of which were complete.
All members of the Demand Metric community received email invitations to participate in the survey, and participation was encouraged through a random draw incentive for an iPad Mini.
While respondent email addresses were collected in order to facilitate the prize drawing, no identifying information was retained or considered in the analysis of the survey data.
Following collection of the survey data, Demand Metric used IBM SPSS statistics software to analyze the results and draw statistically significant conclusions.
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Key Benefits
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Executive Summary
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Setting up a simple lead scoring system
Refinements to improve results over time
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Introduction
Content is a nexus between the sales and marketing functions in most organizations. The traditional content model calls for marketing to produce content assets and sales to use them. Having this model work well requires a great deal of intentionality on the part of both functions: marketing must endeavor to understand customer content needs and how well the assets they produce engages those customers. Then, the sales team must diligently provide feedback to marketing so that content quality and effectiveness rises.
While this model is conceptually simple, there are challenges related to alignment that impact content effectiveness in the form of visibility, communications, feedback, process, tools and even culture. The statistics tell the story: when the level of sales/marketing alignment is high, 81% of study participants report that marketing content meets sales’ needs well. However, when alignment is poor or non-existent, the content effectiveness percentage drops to 35%.
Quality content that is easy for sales to find and use is a critical success factor in sales interactions. The dynamics of the content process are not difficult to understand, but the content creation, deployment, usage and feedback loop is often a point of friction between sales and marketing. This friction is not one-sided; marketing is frustrated when it has limited feedback and visibility into the use of content assets. The sales team gets frustrated when content assets don’t meet customers’ need, or those assets are hard to find and use. This frustration is more than just an inconvenience: 70% of sales teams acknowledge that the lack of effective content negatively impacts the outcome of a sales conversation.
Since content is so often the key to successful sales interactions, it merits constant attention and improvement efforts. Demand Metric and Showpad together conducted research to understand the sales-marketing relationship around content, and how it affects sales interactions. This research shares key insights, such as when marketing has little or no visibility into sales conversations, only 32% of the content produced meets the needs of sales team well. This research will help organizations understand how to get better results from their marketing content.
Table of Contents
- Introduction
- Executive Summary
- The Content Process
- Content Process Success Factors
- Content Use
- Content Impact on Revenue
- Analyst Bottom Line
- Acknowledgements
- About Showpad
- About Demand Metric
- Appendix - Survey Background
Data driven marketing - forbes
Data driven marketing - Khảo sát từ hàng trăm C-level do forbes thực hiện
Đọc thêm các bài viết tại https://a1grow.com/blogs/news
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This guide suggests a better process for acquiring an ICM solution. For many companies, sales compensation is the largest component of Sales, General and Administrative (SG&A) costs. The monthly calculation and payment of variable sales compensation is often an arduous, manual process that must accommodate a number of exceptions and changes: rarely does a sales compensation plan start and end a fiscal year intact.
The plan must survive the attrition and addition of sales representatives. It must accurately calculate and pay commissions on time, as there are risks and trust issues involved when it doesn’t. While the sales compensation plan is, theoretically, an enabler of revenue growth, these characteristics prevent it from scaling as the business grows.
This guide will examine the problems that motivate ICM solution acquisition, the limitations of acquiring one through a traditional RFP, a recommended approach, an example project plan and conclude with a discussion of associated risks and rewards.
To obtain this document, visit us at http://www.demandmetric.com/register
Online Community Framework
Use this Online Community Framework to define the activities required to successfully create, plan and execute an online community plan.
Partnership Application Form
Get this template plus 350+ other premium business tools & templates at www.demandmetric.com
SoftwareAdvice IndustryView: B2B Demand Generation Report 2014
We surveyed 200 business-to-business (B2B) marketing professionals in order to understand which channels, offers, content types and technologies they were using to fuel their demand generation programs—and which they found most effective.
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Our Shopper Marketing Methodology is a planning methodology that highlights our premium tool-kit of tools & templates to help you develop and implement a shopper marketing strategy that increases sales, builds shopper insights, and grows brand awareness.
Demand Metric methodologies are step-by-step guides that help you build strategic processes using "Best Practices" and other Demand Metric tools & templates.
Stages of this methodology include:
Learn About Shopper
Analyze Opportunities
Strategic Planning
Technology Selection
Campaign Execution
Measure Results
Customer Satisfaction Survey
Get this template plus 350+ other premium business tools & templates at www.demandmetric.com
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State of Video Marketing Benchmark Report - 2016
Since the inaugural version of this study was completed in 2014, Demand Metric and Vidyard have researched video content marketing on an annual basis. The study’s primary goal remains consistent: to understand how video performs as a content type. In addition, this study explores other aspects of video content marketing, such as where video is hosted, how it is measured and how video viewing integrates with the sales funnel. The 2016 study investigates some themes that are relevant to video: video content personalization and the use of video with an Account-Based Marketing (ABM) strategy.
What this study did not investigate is the popularity of video compared to other content types. There are many, current studies that show that video continues to enjoy a position of favor among the many content types in use. Instead, this study’s focus is on the use of video, the usage maturity indicators such as measuring video content performance, and how video viewing data integrates with Marketing Automation and CRM. This report will show what progress, if any, has been made in the third year of this study.
The emphasis on video content marketing has understandably been on production quality: the higher the quality, the more marketing value a video is presumed to have. Quality is certainly an important aspect of video content, and fortunately, the tools for producing video are enabling higher quality video at lower costs and requiring less skill. However, just producing quality video is not the only success factor for video content marketing. Success is very much a function of how well video content and viewing data integrate with the marketing technology stack, and of course, how the sales team exploits that data. This study will share research insights to help marketers get the highest possible return on their video content investment.
Account-Based Marketing - January 2017
In 2013 and 2014 marketers began adoption and testing of the practice. The hype surrounding the market was near deafening but a lot of fun. During 2015 and 2016 we saw ABM practitioners beginning to craft and adopt best practices. What’s around the corner for ABM?!
!
During Q4 2017 Demand Metric connected The Account-Based Marketing Consortium and five C-Level executives in a live discussion. These experts from around the world applied their combined experience to explore what the next stage of ABM will look like. This report will identify and discuss the positions of these ABM experts and will share answers to the following key questions:!
!
• What are the areas of focus in 2017?
• Where should practitioners place their investments?
• What mistakes of the past can we learn from?
• And, what successes should we seek to scale?
Referral Marketing Benchmark Report - 2016
When a customer refers a friend, peer or acquaintance to a vendor, it’s an indication of trust and satisfaction. A customer who refers is essentially putting their reputation at stake, so rarely are referrals made lightly. From the vendor perspective, referrals are the most coveted type of lead, because they come assuming that a vendor is trustworthy and competent. Referred customers are a faster path to revenue, and a previous study completed by Demand Metric showed that referral marketing has one of the lowest costs per acquisition.
Surprisingly, many vendor firms allow referrals to occur organically, hoping that they generate enough satisfied customers who will then take the initiative to refer others to the vendors with whom they are pleased. This type of organic referral does occur, but rarely with the frequency to have a noticeable revenue impact. There is benefit for marketers to be more intentional about referral marketing, to blaze a trail that makes referrals more likely and easier to make.
Demand Metric and RewardStream conducted a study to learn about the current state of referral marketing. This follows up on a study completed in the fall of 2014, so this report can now share trend data about the interest in, evolution of and success with referral marketing. This report shares the findings and recommends some best practices based on the data.
Sales and Marketing Alignment Benchmarking Report
How influential is sales and marketing alignment on achieving revenue goals? A Demand Metric Benchmark Study concluded that sales and marketing alignment is more than just “happy talk”; it has a real effect on revenue performance.
In June 2013, Demand Metric conducted a benchmarking study to assess the influences on sales and marketing alignment and how in turn in impacts revenue performance. Key findings from this study include:
• Not an “all or nothing” proposition: complete alignment of sales and marketing goals is related to the highest revenue achievement, but even partial alignment is far superior to none.
• Rose-colored glasses: Presidents, CEOs or owners of their firms are more likely to perceive strong or complete sales and marketing alignment than their sales and marketing teams.
• Two is better than one: Organizational structure is related to achievement. Separate sales and marketing teams outperform organizations where sales and marketing operate as a single, combined team.
• The one with the best tools wins: Mature implementations of sales and marketing systems, such as marketing automation or CRM, are having a significant impact on revenue achievement.
• Integration = Revenue: The highest level of revenue achievement coincides with the highest level of integration effectiveness between sales and marketing systems.
• Diminishing returns: once qualified leads account for 10% of total leads generated, revenue achievement remains flat even as the percentage of qualified leads increases.
Learn more about the impact of sales and marketing alignment on revenue performance by downloading a copy of the report.
Table of Contents
1. Introduction
2. Executive Summary
3. Research Methodology
4. Revenue Goal Acheivement
5. Perception of Alignment
6. Organizational Structure
7. Alignment & Technology
8. Leads & Lead Quality
9. Analyst Bottom Line
10. Acknowledgements
11. About Demand Metric
Research Methodology
The Demand Metric 2013 Sales & Marketing Alignment Survey was administered online over a period of June 24th through June 30th, 2013. During that time, over 600 responses were collected, 550 of which were complete.
All members of the Demand Metric community received email invitations to participate in the survey, and participation was encouraged through a random draw incentive for an iPad Mini.
While respondent email addresses were collected in order to facilitate the prize drawing, no identifying information was retained or considered in the analysis of the survey data.
Following collection of the survey data, Demand Metric used IBM SPSS statistics software to analyze the results and draw statistically significant conclusions.
High Performance ABM Capabilities Benchmark Report
This report will present the framework, the maturity milestones it represents, recommended actions to achieve maturity with ABM and therefore maximize its revenue impact.
Agile Marketing How-To Guide and Toolkit
Your Problem
You need to help your marketing team become more efficient.
Our Solution
Agile Marketing is a powerful and proven tactical approach to improve the processes that empower your marketing team, encouraging constant and swift growth. An Agile approach allows teams to be more capable to adapt to real-time marketing challenges or opportunities. Not only does the Agile process improve a teams speed, but it encourages transparency and rewards adaptability, ultimately leading to happier and less stressed team members and more consistent results. This How-To Guide and Toolkit will help your team achieve an Agile Marketing process that is proven to deliver more results.
Key Benefits
leverage Agile Marketing best practices
quickly discover how to implement Agile
Full toolkit that supports what you learn
Lead Scoring: Five Steps to Getting Started How-To Guide
Executive Summary
This How-To Guide will help marketers score leads by showing how to set up a simple lead scoring system and then refine it over time.
Lead scoring applies mathematical formulas to rank potential customers. It is chiefly used to identify prospects that are ready for direct sales contact. Because the calculations are automatic, the scores are consistent, current, and can include more variables than any manual assessment. This saves marketers work, ensures that all qualified leads are sent to sales promptly, and keeps non-qualified leads out of the sales system.
Read this brief 11-page guide to learn about:
The case for lead scoring
Setting up a simple lead scoring system
Refinements to improve results over time
Companies that follow this process will quickly gain immediate benefits from lead scoring and have a solid foundation for future growth.
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com to make a content request.
B2B Email Marketing Effectiveness Benchmarking Report
Research conducted earlier this year by Demand Metric confirmed that email is still the most favored marketing channel for businesses. Even with the growing popularity of social media, email remains at the top of the heap.
This report details results from the Demand Metric study on B2B email marketing effectiveness, whose goal was to understand how effective email is as a marketing channel, and specifically to understand the impact of multiple factors known to negatively impact email marketing effectiveness.
To obtain this document, visit us at http://www.demandmetric.com/register
The State and Impact of Content Consistency
The creation and dissemination of content is at the heart of the modern marketing organization’s work. Any digital marketing endeavor is fueled by content, and prospects who embark on a buying journey are most likely to first encounter a selling company through its content.
This report summarizes the results of a survey used to collect the study’s data, sharing the key findings and insights that came from the data analysis.
The State of Digital Marketing for Associations 2017
The State of Association Marketing Benchmark Study is now in its fourth year. From its inception, the study’s purpose has been to help associa- tions become better at marketing. To do this, the study inventories associ- ation marketing practices and through analysis attempts to identify those associated with the highest level of marketing effectiveness.
The importance of member understanding has continued to emerge as a key success factor in association marketing. A deep member under- standing is crucial for many reasons, not the least of which is so asso- ciations can better allocate their budgets. Those associations that have certainty about the needs of their members will allocate line items in their budget to better serve them.
CRM Program Methodology
Use this step-by-step planning methodology and set of 20 premium tools and templates to help you develop and launch a successful online community.
To obtain this document, visit us at http://www.demandmetric.com/register
Email Marketing Maturity Model
Our Email Marketing Maturity Model was designed to help organizations with a roadmap for improving their Email Marketing capabilities.
Content Effectiveness Benchmark Report
Introduction
Content is a nexus between the sales and marketing functions in most organizations. The traditional content model calls for marketing to produce content assets and sales to use them. Having this model work well requires a great deal of intentionality on the part of both functions: marketing must endeavor to understand customer content needs and how well the assets they produce engages those customers. Then, the sales team must diligently provide feedback to marketing so that content quality and effectiveness rises.
While this model is conceptually simple, there are challenges related to alignment that impact content effectiveness in the form of visibility, communications, feedback, process, tools and even culture. The statistics tell the story: when the level of sales/marketing alignment is high, 81% of study participants report that marketing content meets sales’ needs well. However, when alignment is poor or non-existent, the content effectiveness percentage drops to 35%.
Quality content that is easy for sales to find and use is a critical success factor in sales interactions. The dynamics of the content process are not difficult to understand, but the content creation, deployment, usage and feedback loop is often a point of friction between sales and marketing. This friction is not one-sided; marketing is frustrated when it has limited feedback and visibility into the use of content assets. The sales team gets frustrated when content assets don’t meet customers’ need, or those assets are hard to find and use. This frustration is more than just an inconvenience: 70% of sales teams acknowledge that the lack of effective content negatively impacts the outcome of a sales conversation.
Since content is so often the key to successful sales interactions, it merits constant attention and improvement efforts. Demand Metric and Showpad together conducted research to understand the sales-marketing relationship around content, and how it affects sales interactions. This research shares key insights, such as when marketing has little or no visibility into sales conversations, only 32% of the content produced meets the needs of sales team well. This research will help organizations understand how to get better results from their marketing content.
Table of Contents
- Introduction
- Executive Summary
- The Content Process
- Content Process Success Factors
- Content Use
- Content Impact on Revenue
- Analyst Bottom Line
- Acknowledgements
- About Showpad
- About Demand Metric
- Appendix - Survey Background
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Data driven marketing - Khảo sát từ hàng trăm C-level do forbes thực hiện
Đọc thêm các bài viết tại https://a1grow.com/blogs/news
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The plan must survive the attrition and addition of sales representatives. It must accurately calculate and pay commissions on time, as there are risks and trust issues involved when it doesn’t. While the sales compensation plan is, theoretically, an enabler of revenue growth, these characteristics prevent it from scaling as the business grows.
This guide will examine the problems that motivate ICM solution acquisition, the limitations of acquiring one through a traditional RFP, a recommended approach, an example project plan and conclude with a discussion of associated risks and rewards.
To obtain this document, visit us at http://www.demandmetric.com/register
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Use this Online Community Framework to define the activities required to successfully create, plan and execute an online community plan.
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Executive Summary
Agile Marketing is a method for planning and executing a marketing plan borrowed from the world of software development. Instead of long, “waterfall” methods of development that too often result in delayed or out-of date products launching later than planned, the Agile method follows a simple process of build, measure, and learn. Marketers all over the world are adopting this method to the extent that 2013 has been dubbed “the year of Agile Marketing".
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Read this brief 5-page guide to understand the following:
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Important terminology
How Agile Marketing is currently being used
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Executive Summary
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B2B Marketing Automation How-To Guide
Executive Summary
Business-to-business (B2B) marketing automation systems are among the hottest sectors of the technology industry. Vendor revenues have grown at 50% per year since 2009 and will probably top $1 billion in 2014. Leading vendors including Eloqua, Marketo, and Pardot have been acquired or gone public at tremendous valuations. Major software companies including IBM, Oracle, Salesforce.com, Adobe, and Teradata have purchased B2B or business-to-consumer (B2C) marketing automation products. Venture capitalists have invested several hundred million dollars in start-ups and existing firms.
Yet, despite this growth, fewer than 20% of B2B marketers have purchased an integrated marketing automation system (although many more use email, Web analytics, and other component technologies). Even more alarming, many past buyers do not use their systems fully and a significant portion report little benefit from their investment.
The lesson of these statistics is not that marketing automation doesn’t work. The same studies show that the majority of users are satisfied and productive. Rather, the point is that marketing automation works only when marketers deploy their systems effectively. This How-To Guide will help to ensure that you are among the successful majority of B2B marketing automation buyers, not the unhappy remnant.
This 15-page guide includes the following sections:
What is B2B Marketing Automation?
Core Functions
Specialty Functions
Key Considerations
Vendor Landscape
Best Practices
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
Optimizing Asset Management for Sales Success How-To Guide
Executive Summary
Asset Management has historically been seen as a marketing and branding function. This technology is used to deliver materials to sales but is not within the sales teams’ direct control or influence. Today, as more organizations focus on marketing and sales alignment, many tools and technologies that were once managed exclusively by marketing have become shared marketing and sales functions.
Despite this alignment progress on many fronts, Asset Management has tended to remain squarely in the hands of marketing. Demand Metric believes that marketing organizations that retain control are missing an opportunity to use Asset Management to its fullest capability.
The purpose of this How-To Guide is to provide Modern Marketers with a clear understanding of how to effectively use Asset Management Systems as a Sales Enablement tool.
This 6-page guide includes the following sections:
What is Asset Management?
The Sales Benefits of Asset Management
Asset Management & Marketing Automation
Asset Management Vendor Selection Criteria
Demand Metric's How-To Guides are designed to provide practical, on-the-job training and education and provide context for using our premium tools & templates. If there is a topic that you would like to see covered, please contact us at info@demandmetric.com (link sends e-mail) to make a content request.
About the Sponsor
Mindmatrix is a cutting-edge marketing automation and sales enablement company. Our platform incorporates all the functions and metrics essential to your sales and marketing departments into a single software package.
Mindmatrix’s marketing automation platform will help you generate leads, cultivate interest and excitement about your organization, and ultimately… close sales. From the initial contact with a potential customer all the way through to their first purchase, and beyond, we have your sales and marketing teams covered.
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