The market is maturing as marketing’s strategic role in the enterprise is growing as demand generation is top of mind for organizations.  Fournasie Marketing Group. The focus for marketing organizations that want to have an impact on the business must be the development of a Demand Process? While technology can enable, marketers need to keep their focus on developing a buyer-centric demand approach and laying down the foundational processes to support it, it is then the business outcomes will improve. MORE >>

I’ve recently been involved in an ongoing online discussion regarding marketing automation, lead generation, and lead management (including lead nurturing).  The discussion has been focusing on the approach organizations should take in implementing marketing automation.  During the course of this dialogue one of the participants made the following statement: “I guess I would add that neither lead nurturing nor marketing automation solves the core problem that most marketers actually have – getting more new leads. This statement got me thinking.  Aberdeen, 2009. MORE >>

A few weeks ago, I spoke with a marketing manager who was very excited about his plans to implement a lead management process and an enabling marketing automation (MA) solution at his company.  Unfortunately for many middle management marketers, this is a common occurrence.  For example, if their focus is market share, and you are trying to convince them that MA will bring efficiency, you’ve missed THEIR point.  If it’s market share, show how improved process will gain market share.  Marketing AutomationThe reason?  Discuss, don’t present. MORE >>

Approximately 12 years ago, a new technology emerged and a new software category called “marketing automation” was born.  Since then, the marketing automation space has grown consistently and significantly, and is now is at the precipice of going mainstream.  As with any space that is in its early stages, the marketing automation space has had its fair share of new businesses and vendors emerge.  It seems each and every week that a new consultancy is born or another marketing automation company jumps into the fray.  Marketing automation is an enabling technology. MORE >>

Lead management continues to be a hot topic in the world of B2B marketing as we turn the corner and head into the second half of 2010.  Over the last 12 months, marketing and sales dialogue increasingly has focused on how marketers can better engage with the more empowered B2B buyer and what they need to do in order to leverage the B2B buyer relationship. As a leader in lead management process development, our firm has seen a lot of confusion in the market about what constitutes lead management.  Myth #2:  Lead Management Is a Marketing-only Initiative. MORE >>