ANNUITAS

MARCH 1, 2023

Position Overview Reports to the Chief Executive Officer Core responsibility is to Deliver sustainable and growing top line revenue Consistently and predictably grow the total customer base Grow revenue per customer and reduce customer churn Owns the end-to-end core customer relationship, including DX – pre-sale demand experience Engage > Nurture (..)

Positioning 130

Positioning Marketing Analytics Tools Enterprise Management Customer Satisfaction 130

ANNUITAS

DECEMBER 11, 2023

The game-changing opportunity is not for tactical improvements but rather for AI to truly power — and optimize — a company’s Perpetual Growth Engine. It defines the critical path of a customer’s commercial lifecycle, which is why it should be the critical optimization focus of CMOs. You write a script, and it automates it.

Marketing Analytics Tools 130

Marketing Analytics Tools Paid Search Agency Planning Budget Programs 130

ANNUITAS

JUNE 6, 2023

Over the past year, our series of posts on go-to-market transformation have made the case for and laid out an approach to operationalizing go-to-market activities around the customer lifecycle in a way that better orchestrates engagement, prioritizes customer journey stewardship, and optimizes sustainable client growth.

Marketing Analytics Tools 130

Marketing Analytics Tools Optimization Elasticity Multi-Touch Attribution 130

ANNUITAS

MARCH 17, 2023

We like how Deloitte puts it : “Data-driven marketing is a way of executing customer communication and engagement, as well as identifying innovation opportunities, by making use of data and insights, while continuously measuring and optimizing.” Or, in layman’s terms: Data-driven marketing improves how you market a good or service.

Planning 130

Planning Allocation Paid Search Agency Ideal Customer Profiles 130

ANNUITAS

AUGUST 19, 2022

The objective is to do so in a way that directly optimizes growth. The core of a Converged Growth go-to-market organization is a defined, underlying customer journey and real-time telemetry underpinning the understanding of and optimization around this journey. Organize Your Marketing Department to Optimize Results.

Lead Ranking 130

Lead Ranking Paid Search Agency SIC Research 130

ANNUITAS

MAY 21, 2020

This magically changes the corporate posture surrounding attribution models from one of attack-and-defense to that of an alliance focused on deliberate optimization. Optimizing investment to capitalize on predictive indicators of future buying intent [Operational Model]. One Model to Rule Them All? 2005 Called.

Marketing Attribution 264

Marketing Attribution Lead Ranking Planning Top of Funnel 264

ANNUITAS

JULY 20, 2021

Managing data and optimizing against outcomes. Without a clear picture of your customers’ journeys, it’s impossible to know what is and isn’t working, and therefore, it’s impossible to optimize the path to purchase. To learn more about scaling engagement channels, read How to Optimize Your Engagement Channel Strategy.

Top of Funnel 147

Top of Funnel Campaigns Enterprise Management Work Management 147

ANNUITAS

FEBRUARY 16, 2023

So, while a lot of what we traditionally file under marketing and sales would be under the remit of a CGO, a lot more can and should be if we are truly concerned about growth, go-to-market transformation and optimizing customer lifetime value (CLV). The CGO must optimize both, end-to-end.

Lead Ranking 130

Lead Ranking Top of Funnel Peer-to-peer Paid Search Agency 130

ANNUITAS

MAY 2, 2023

Optimizing Costs & the Full Customer Journey Salesforce has done significant work integrating analytics acquisitions like Datorama (now “Intelligence”) and Tableau into the Marketing Cloud.

Lead Ranking 130

Lead Ranking Paid Search Agency Multi-Channel Aggregators 130

ANNUITAS

FEBRUARY 24, 2023

Go-to-Market assessments help companies map the disconnects in their go-to-market strategies and identify where they need to invest to optimize return on their marketing and sales investments. Helping them to get back to Growth and to scale it strategically.

Planning 130

Planning Paid Search Agency Marketing & Strategy Act-On 130

ANNUITAS

DECEMBER 4, 2020

Then you optimize and build Demand Process into your chat strategy. Optimizing. There is always opportunity to optimize chat experience and journey based on sales wins and revenue. First you integrate chat with Demand Process, and then you optimize and build Demand Process into Chat! We’ve seen it many times before.

Demand 130

Demand Enterprise Management Marketing & Strategy Marketing Strategy 130

ANNUITAS

JUNE 10, 2020

Optimizing demand investments against sales outcomes. Two, the Growth Marketing movement is rapidly maturing – shifting to a new phase – and the concept of optimizing growth as a strategic discipline is rapidly taking hold. Managing go-to-market processes, technology systems and data.

Demand 162

Demand Work Management Marketing Management Peer-to-peer 162

ANNUITAS

OCTOBER 9, 2023

This set the stage for why we need to embrace a new “Go-to-Market Operating System” that better orchestrates customer engagement and that optimizes what he referred to as Demand Experience (or “DX”) – vs. CX — across the entirety of the pre-and-post sale customer journey.

Marketing Analytics Tools 130

Marketing Analytics Tools CMO Multi-Channel Act-On 130

ANNUITAS

AUGUST 19, 2020

In this scenario, a typical example of a micro growth tactic would be to optimize the landing page that Sarah finds – reduce friction, expose her to the content, and get her wanting more. Both have to be optimized in order to achieve growth.

Touchpoints 147

Touchpoints Multi-Channel Buyer's Journey Trigger Marketing 147

ANNUITAS

JULY 16, 2020

Marketing investments are optimized to produce the most lift, technology is fully leveraged to enable the whole process, and your Inside Sales team is a strategic bridge between sales and marketing. Build and Optimize Feedback Loops. Truly sustainable demand marketing processes are engineered for optimization.

Lead Ranking 147

Lead Ranking Marketing Qualified Leads Sales Qualified Leads Marketing Management 147

ANNUITAS

OCTOBER 27, 2023

For midsize deployments, this may be OK — users simply wish to access the tools to more quickly create or optimize existing GTM content and workflows. The smaller players like SugarCRM and Zoho are adding some features, but not to the platform-level extent of Salesforce, nor with their ear to the compliance grindstone.

Marketing AI 130

Marketing AI Marketing Analytics Tools Enterprise Management Marketing Automation Services 130

ANNUITAS

AUGUST 12, 2020

Quantitative Model and Optimization Planning. In a live operational state for your Demand Marketing Program, metrics and KPIs are the keys to optimization and delivery. This then translates into a basis for longer-term optimization planning. the waypoints. Process-Rationalized Organizational Design.

Top of Funnel 147

Top of Funnel Planning Demand Marketing Plans 147

ANNUITAS

FEBRUARY 23, 2016

I do not claim to be an expert in Search Engine Optimization (SEO). Where do marketers need to begin with SEO or how do we optimize what we already have in place? I know enough to generally cover all the bases, but that’s where my skills end. In other words, content and SEO go hand in glove.

Demand Generation 100

Demand Generation SEO Optimization Tagging 100

ANNUITAS

MAY 13, 2021

Enterprise Demand Process provides the framework to ensure successful go-to-market execution – keeping people, process, content, technology and data aligned to and optimizing customer journey. The MAP thus can be thought of as the ‘brain’ of the Demand Technology Stack — constantly monitoring and optimizing customer critical path.

Enterprise Management 130

Enterprise Management Marketing Automation Services Analysis Work Management 130

ANNUITAS

OCTOBER 11, 2023

The How … the New GTM Advisory Service Our significant base of transformational experience and our organizational focus on optimizing GTM execution differentiates ANNUITAS from other research and consulting firms.

Marketing Analytics Tools 130

Marketing Analytics Tools Enterprise Management Work Management Marketing Management 130

ANNUITAS

FEBRUARY 9, 2021

Optimizing your tech stack. Optimizing Your Tech Stack to Support This Go-To-Market Approach. Start by: Understanding the customer experience as a whole. Charting the path for broader alignment of people, content, process, and technology across all the departments that touch the customer experience.

Blast Campaigns 130

Blast Campaigns B2B Lead Ranking High Quality Lead 130

ANNUITAS

NOVEMBER 8, 2016

The key to successfully running this machine is the ability to evaluate and optimize. The core shift that is needed to move from a “perfection” mind set to an “optimizer” one is the realization that after you build it, the engine can be tweaked along the way to adjust for minor leaks or performance boosts when needed.

Enterprise Management 212

Enterprise Management Demand Generation Deliverability Marketing & Strategy 212

ANNUITAS

JANUARY 14, 2014

A solid strategy is the key to driving more revenue in B2B, but you do need to maximize and optimize each step along the way. Blog content marketing Content Marketing Institute Demand Generation Strategy Hubspot optimize content perpetual revenue Tim Ash V3' These pieces help you get there.

B2B Marketing 100

B2B Marketing B2B Demand Generation Content 100

ANNUITAS

NOVEMBER 22, 2023

The company is leveraging GenAI in theoretically more seamless ways to reduce the effort it takes to both set up and optimize multi-channel Conversation Tracks.

Ideal Customer Profiles 130

Ideal Customer Profiles Positioning Marketing Analytics Tools Lead Ranking 130

ANNUITAS

SEPTEMBER 28, 2022

These models largely focus on management and reporting structure and represent an ‘inside-out’ view of engaging with customers – organizations designed to optimize functional operations, not to maximize customer engagement. The reality is that the majority of modern B2B go-to-market organizations are everything except focused on the customer.

Ideal Customer Profiles 130

Ideal Customer Profiles Enterprise Management Marketing Analytics Tools Work Management 130

ANNUITAS

MAY 31, 2023

Another key trend featured front-and-center at the event was the importance of personalization.

B2B Marketing 130

B2B Marketing Marketing Analytics Tools B2B DemandBase 130

ANNUITAS

AUGUST 30, 2018

Reporting, refining, and optimizing results for revenue performance. Unless Sales is not closing deals despite an increase in pipeline, it’s because Marketing is focused on the wrong metrics and not optimizing performance in the correct ways. Creating revenue attribution models based on the results.

CMO 197

CMO Demand Generation Agencies Demand Generation Top of Funnel 197

ANNUITAS

OCTOBER 7, 2020

Always optimizing. When this balance is off-kilter, a program that is outcome-oriented will provide the data and insights needed to optimize qualification to the right sensitivity. Engaging in two-way dialogue. Integrating demand processes to include people, process, content and technology. More granular segmentation and targeting.

Account Based Marketing 147

Account Based Marketing ABM Banner Ads Demand Generation 147

ANNUITAS

FEBRUARY 23, 2021

Knowing how to optimize investments against sales outcomes is part of the key to achieving sustainable growth, but it’s easier said than done. and How to Optimize Your Marketing Engagement Channel Strategy to find out more. Tactically-driven marketing is expensive and eventually runs out of room to grow.

Demand 130

Demand Work Management Budget Programs Planning 130

ANNUITAS

NOVEMBER 10, 2016

Reoriented data and optimized it for use in Tableau. Author: Scott Parent @ ScottGParent Optimization Strategy Manager, ANNUITAS. Blended spreadsheets to add more data to each entry based on one or more fields. Recombined an enormous database that has been broken up into multiple spreadsheets. How Do I Implement R?

De-duplication 174

De-duplication Statistics Blogger Course 174

ANNUITAS

NOVEMBER 26, 2013

Blog B2B Marketing CEB CMO Demand Generation Strategy optimizing demand process perpetual revenue' A 2012 IBM study reports, “52% of CMOs state they are unprepared for the expected level of complexity over the next five years.”.

CMO 100

CMO Demand Generation Demand B2B Marketing 100

ANNUITAS

NOVEMBER 5, 2020

Unfortunately, most people have no idea how to build or optimize the right engagement channel mix. We offer advice on how to do both of these things in the article, How to Optimize Your Engagement Channel Strategy. Your Lead Management Framework is Weak.

Top of Funnel 147

Top of Funnel Lead Ranking Sales Qualified Leads Lead Scoring 147

ANNUITAS

APRIL 20, 2020

The root of the challenge is in closing the tracking loop and optimizing your content against marketing KPIs. Figure out if there’s a formula here that you can replicate as you expand your content inventory and use it to optimize your ROI. But being able to measure content effectiveness is still a challenge for many marketers. .

Elasticity 147

Elasticity Effectiveness Marketing Budget Top of Funnel 147

ANNUITAS

APRIL 28, 2020

Optimizing against outcomes. It starts by embracing the strategic role that marketing can and should play and then bringing that strategy to life. It involves: Understanding the customer journey and operationalizing around the buyer. Integrating content marketing and lead management. Shifting to a perpetual state. The Next Steps.

Work Management 165

Work Management Marketing Management Service Paid Search Agency 165

ANNUITAS

JANUARY 31, 2023

A recent Salesforce study found that marketers are most concerned with first party data and technology optimization , and not about improving the orchestration of an aligned go-to-market that encompasses all aspects of the customer journey.

Enterprise Management 130

Enterprise Management Paid Search Agency Marketing Analytics Tools Work Management 130

ANNUITAS

APRIL 19, 2022

Read more: How to Optimize Your Engagement Channel Strategy. Some channels (like your website) will be good at all three and others (like social media) may only perform at one. The point is that not all channels serve the same purpose and that each is aligned to its appropriate place in the funnel.

Top of Funnel 130

Top of Funnel Advertising Channels Peer-to-peer Elasticity 130

ANNUITAS

AUGUST 4, 2020

Optimizing conversion: This is where we uncover the frictions in the go-to-market process today that must be overcome. Content consumption: We find out how different stakeholders are conducting research. Where do they go and what digital and live channels will be the most effective ways to connect and influence?

Planning 147

Planning Marketing Plans Demand Peer-to-peer 147