We’ve also  blogged about this case. While it’s looking like 2012 might be a better year for business than 2011, it’s still essential that marketers focus on ways to ferret out waste and inefficiency in operations – both to minimize the impact on corporate bottom lines, but also to remain flexible for the new channels and investments that are sure to pop up in the coming 12 months. And so, we measure everything – campaign effectiveness, brand investments, even the internal operations of the marketing function. MLC members, read the full case here. MORE >>

For more, MLC members can check out the roadmap or read our blog post on Philips’ process. Motorola Solutions CTO Paul Steinberg’s recent piece in Forbes – where, incidentally, MLC’s Pat Spenner posts regularly on marketing leadership – is one of the most succinct explanations I’ve ever seen of why good ideas are not enough: that, without the necessary culture and execution, great ideas aren’t worth much more than the paper they’re printed on. What’s responsible for those gaps? This is probably the biggest one. ’ reality.” MORE >>

These marketers are using an average of eight content tactics, including everything from blogs to whitepapers to infographics. Content marketing is becoming a bigger part of many B2B marketers’ lives:  The Content Marketing Institute found that over 60% of B2B marketers plan to increase their content marketing budget over the next year, and over 90% of B2B marketers are using content marketing to build their brands.  But with more companies using content marketing and more customers turning to non-supplier information, it is harder than ever to break through to customers.  MORE >>

Customers and potential customers talk all the time on social media, blogs, etc. Around Valentine’s Day, what could be worse than unreciprocated love? For many marketers, this seems to be a year-round pain – the leads they so painstakingly manage to generate do not convert to actual purchases. MLC research shows, on an average only 25% of marketing-generated leads result in desired follow up and results. It is but natural that marketers would try to enhance the quantity and quality of leads they generate, to result in higher conversion. It has helped marketers make bigger deals, faster. MORE >>

It originally appeared on their blog, T he Sales Challenger.). (the following is a guest post from Nick Toman, head of the Sales Executive Council, our sister program for heads of sales. We hope you’ll read and share this. It’s a unique occasion when we get to step back from the day-to-day of supporting our members’ decisions and reflect on where we believe the world of sales is headed. Given this, we’d like to share the fundamental shifts we expect to play out in increasingly significant ways in 2012. It’s meant to be a reflective, but fun list. We look forward to your input! MORE >>