Likewise, if certain sales reps are doing a poor job in following up with the leads they are given, this will also show up in the analytics of lead disposition when a MQL to SQO conversion ratio is calculated for each sales person. One of the most controversial and challenging areas of any revenue engine is the hand-off process from marketing to sales. It is this transition that bears the brunt of all the inter-organizational process differences, motivation differences, and politics. Quality, however, is often a more important indicator of eventual success. MORE >>

For example, when an email campaign is launched, a landing page is posted, a web form created, or a search campaign initiated, being able to quickly run a dashboard of critical metrics on that marketing initiative is important to building a culture of marketing analytics. The old adage of “you can’t manage what you can’t measure” is as true in marketing as in any other discipline, but in marketing there is often a challenge of defining what one wants to measure. Some metrics may seem too transient, being only relevant to a particular campaign. Response, is also critical to measure. MORE >>

Without the right data, analysis is impossible, so this forms the first key area to evaluate, even before looking at any reports or analytics. One of the most commonly cited benefits of implementing a marketing automation system is the opportunity to improve your organization’s ability to analyze marketing effectiveness. This is indeed possible, and provides a powerful advantage to organizations who are successful. However the final outcome of great marketing dashboards rests on a strong foundation of data. In this post, we’ll look at the key foundational elements of good analysis. MORE >>

Congratulations to the winners, to the finalists, and to all the marketers who created great campaigns, deepened their alignment with sales, or achieved new heights in their analytics. It was a great night last night in San Francisco with the Markies awards gala being the show highlight at Eloqua Experience. The competition was intense this year with submissions from all sizes of companies, all industries, and all regions of the world. MORE >>

By adding in the ability to observe the customers’ digital body language, they also began to build a foundation for deeper insights into their audience, and for an internal culture of analytics. Large organizations whose marketing groups have grown organically over time can often have fairly disparate functions, content, and databases. To bring those distributed marketing efforts into a central marketing database can often be an interesting challenge. Synopsys: Centralized Marketing Communications Synopsys is a world leader in software and IP for semiconductor design and manufacturing. MORE >>