sales Analytics Related Topics 
Chris Koch
JULY 24, 2009
I’ve been working on a report for ITSMA clients this week about analytics and it got me thinking about the proverbial bigger picture of B2B marketing. We know from our research that we in marketing don’t do much with analytics—i.e., Even rarer is the ability to carry those analytics all the way through to a sale.
Chris Koch
JULY 24, 2009
I’ve been working on a report for ITSMA clients this week about analytics and it got me thinking about the proverbial bigger picture of B2B marketing. We know from our research that we in marketing don’t do much with analytics—i.e., Even rarer is the ability to carry those analytics all the way through to a sale.
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Chris Koch
JULY 31, 2009
It’s difficult to parse out the contribution that marketing makes to a sale and it’s even more difficult to get salespeople to spend the time figuring out/checking the box/giving credit in the quest to determine whether marketing played a role in making the sale. So why do we continue to measure marketing separately from sales?
Chris Koch
JULY 31, 2009
It’s difficult to parse out the contribution that marketing makes to a sale and it’s even more difficult to get salespeople to spend the time figuring out/checking the box/giving credit in the quest to determine whether marketing played a role in making the sale. So why do we continue to measure marketing separately from sales?
Chris Koch
JANUARY 22, 2010
I wish I could say that social media leads to sales. We need to believe that more engagement between our companies and the people we want to reach is a good thing that ultimately leads to sales—but down a long, narrow, winding path with a few jumps between cliffs thrown in there. Did the social media impression really lead to the sale?
Chris Koch
OCTOBER 22, 2010
We have fewer and fewer outlets to do the heavy lifting of thought leadership for us by featuring our subject matter experts in in-depth analytical articles. This is where we as marketers need to provide more content—but not sales content. And finally, the trade press and general business media are dying. Tweet This Post.
Chris Koch
MARCH 18, 2011
Now, you may think that because I’m using revenue and thought leadership together in the same sentence that I’m going to reveal some secret way to measure the link between the white paper you published last month and the complex solution sale you make six months from now. Alas, no such magic metric exists. We’re focusing on the wrong things.
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