Measure Up Marketing

Is the Customer Really the Focus of Your Organization?

Measure Up Marketing

Nearly every organization we speak with believes they’re customer-centric. Work by MarketCulture Strategies , found that “a strong customer-obsessed culture is the single most important driver of future business performance.”

To Maximize Your Winning Strategy Avoid Punting | What’s Your Edge?

Measure Up Marketing

When it comes down to the wire as a business leader are you more likely to go for it or punt? In American football punting occurs when a team believes they cannot score in the final down or their chances of making another first down are low.

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How to Synch Marketing and Sales to Achieve Growth

Measure Up Marketing

Despite the continued emphasis and variety of approaches to accelerate the business-to-business (B2B) buying cycle, many organizations remain challenged. One of the primary reasons is that Marketing and Sales are not in synch.

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How to Keep Website Revisions from Getting You Out Over Your Skis

Measure Up Marketing

In this episode of What’s Your Edge?, we’re discussing how to keep from getting out over your skis when making website changes. Over the past few months, we’ve probably heard phrases such as these more times than we can count: “We’re heads down revising our website.” “We’re

The Complete Guide to SaaS Revenue Modeling

In today’s climate, it’s more important than ever for SaaS companies to build rock-solid financial models on which they can operate and make key business decisions. The teams at SaaSOptics and Burkland have teamed up to create a comprehensive guide to the most difficult aspect of financial modeling: revenue forecasting.

Overcoming Inaction is the Key to Your Growth Strategy

Measure Up Marketing

You’ve heard the quote by Meister Eckhart, “ The price of inaction is far greater than the cost of making a mistake.” ” It’s important to understand that inaction isn’t simply the lack of action. Inaction is a conscious choice not to act.

How to Use a Fast Break Strategy to Create Scoring Opportunities

Measure Up Marketing

How you approach the market and address the competition to achieve your objectives is the realm of strategy. Strategies can be defensive or offensive or a combination of both. One offensive strategy you can leverage to outmaneuver competitive rivals can be taken from the sports world: the fast break.

Unlock the Power and Value of Upstream and Downstream Marketing

Measure Up Marketing

Welcome to What’s Your Edge – a series of VisionEdge Marketing podcasts dedicated to helping you use data, analytics, process, and measurement to create an edge for you and your customers. In today’s episode we’re exploring upstream and downstream marketing. Both are essential in motivating customers to adopt existing products & services.

How to Seek Out Customer Complaints to Support Growth

Measure Up Marketing

Voice of customer data and research are critical in a competitive environment that emphasizes customer experience and success. Many organizations conduct satisfaction studies as part of this process. We’ve yet to meet a company that hasn’t had dissatisfied customers and customers who have complained.

How to Move from a LeadGen Machine to Organic Growth Machine

Measure Up Marketing

You’ve probably read an article or two about these topics: turn your blog into a lead generation machine, turn your website into a lead generation machine, turn your content into a lead generation machine. When you’re focused on sales NOW, it’s important to develop a sustainable lead generation (leadgen) machine so your company never suffers from a lack of sales activity.

How to Drive Revenue Through Retention Marketing & Sales Enablement

Speaker: Ruth Stevens, President of eMarketing Strategy

In a pandemic, it’s more important than ever to focus on retaining and expanding current customers. So, how can sales and marketing support the retention effort? Join Ruth Stevens as she dives into this fast-paced session and reviews the 7 key strategies for current customer marketing, to enable sales and expand customer value.

Why You Need to Focus on Discoverability Rather Than Awareness

Measure Up Marketing

You may recall the astonishing research shared by the Conference Executive Board a few years ago that revealed that in the world of B2B (business-to-business), over 60% of the sales decision-making process is done before the sale is made. Whether you agree with the statistic or not, it sparked an increased focus on the importance of understanding the customer buying journey , which has become a pivotal capability for every organization. How do customers discover your business?

Are You Setting Yourself Up to Be a Commodity? | What’s Your Edge?

Measure Up Marketing

In this episode of What’s Your Edge, we’re going to explore whether your customer service is helping you avoid becoming a commodity. When I was a young girl, no matter what part of town we were in, my mom always went to the same service station for gas. In those days, service stations had service attendants who put gas in your tank, checked your oil and tires, made sure you had antifreeze in the winter and solution for your windshield wipers.

How to Employ the Power of the Debrief Process

Measure Up Marketing

You’re probably familiar with the concept of the post-game analysis. A post-game analysis is part of the debrief process that serves as an opportunity to evaluate performance, identify opportunities for improvement, optimize strategies, and revise processes if necessary. The debrief can be used to analyze and improve any effort – the launch of a new product, the implementation of a new customer process, the execution of a major event or following a crisis.

The Sweet Spot is at the Intersection of Pain and Passion

Measure Up Marketing

Finding the intersection of Passion and Pain could expand your organization’s marketing potential. It has long been held that a company’s or product’s success depends on the ability to identify and position it against a customer pain point – a specific problem current and prospective customers experience. There are various ways to unearth these pain points, like conducting customer research, to help select which are most relevant and compelling for each segment we intend to pursue.

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The Best Sales Forecasting Models for Weathering Your Goals

Every sales forecasting model has a different strength and predictability method. It’s recommended to test out which one is best for your team. This way, you’ll be able to further enhance – and optimize – your newly-developed pipeline. Your future sales forecast? Sunny skies (and success) are just ahead!

How to Know When It?s Time to Make a Strategic Pivot

Measure Up Marketing

Triggering and unplanned events, like the healthcare crisis, occur. In some instances, we can mobilize and marshal on. Other times, we may find that moving forward requires a strategic business pivot. What does it mean to pivot? In basketball, a pivot maintains your position while creating a new angle of attack. When applied to business, this term has come to reflect the need to look for new options, move in a different direction, or to make a shift.

How to Avoid Failing at Customer-Centric Marketing: It’s All in the Journey

Measure Up Marketing

Being customer-centric as a company and in your Marketing is not optional. Forrester claims we’re in the age of the customer. Others, such as Bob Evans who was VP of Strategic Communications at SAP and the Chief Communications Officer at Oracle, say we’re in the throes of the engagement economy. Peter Drucker posited that “because the purpose of business is to create a customer, the business enterprise has two – and only two – basic functions: Marketing and Innovation.

How to Use Alignment to Calibrate Your Marketing

Measure Up Marketing

As you know your car runs smoother and requires less energy to go faster and farther when the wheels are in perfect alignment, you perform better when your Marketing is in alignment with the business. Because when Marketing is in alignment with the business, they are both more likely to travel in the same direction. Alignment and accountability are the first steps every aspiring Marketing organization must take to improve its performance management and measurement (MPM).

When it Comes to Data Go for Best Not Perfect- What’s Your Edge?

Measure Up Marketing

What Grilling Has to Do With Data Management. Good data stimulates good decisions. This takes good data management. Living here in Austin, we can pretty much use our outdoor grill throughout the year. While we were recently grilling we were also talking about data. It occurred to use that one of the concerns about food quality relates to data quality. Studies show that grilling meat can form carcinogens, that is, substances or agents that can promote cancer.

The Revenue Leader's Guide to Prospecting

Speaker: Christopher Ryan, Founder and CEO of Fusion Marketing Partners

Sales & Marketing departments that work together guarantee higher acquisition, better nurturing, and more effective sales. Join Christopher Ryan for this insightful webinar, presenting the wide funnel lead nurturing model. Don't miss out on this opportunity to get your teams working together and your revenue performance optimized.

How to Make What You’re Counting in Marketing Count

Measure Up Marketing

Back in the early days of Marketing accountability, when we were first asked – primarily by people in Finance – to be accountable, those of us in the profession reached for our ever-present, easily within-reach Merriam-Webster Dictionary and looked up the word accountability, finding the definition as “to account for.” Ah ha, we surmised, “they” want to know how much we are spending, as well as where, and on what.

The Power of “What If?” in Strategy Planning

Measure Up Marketing

The future is unknowable, which is why there is so much merit in the scouting motto coined by English soldier Robert Baden-Powell : Be prepared. He believed that one must “always be in a state of readiness.” Organizations invest in strategic planning initiatives as a way to peer into and be prepared for the future – to decide on an outcome or set of outcomes to pursue and the corresponding course(s) of action. Where does your strategy come from? How do you create one?

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Why You Need to Bolster Your Business Acumen

Measure Up Marketing

It’s hard to be taken seriously by members of the leadership team if you can’t demonstrate a solid understanding of the business. As Marketing leaders and professionals, it’s easy to be focused and passionate about our work. However, if you’re looking to rise up through the ranks, business acumen is an essential skill that is pivotal to your credibility and influence, and thankfully, it’s a skill you can improve.

How to Match Your Internal Speed with External Changes

Measure Up Marketing

In recent conversations we had about growth and the role of Marketing with two CEOs , Kevin Dunworth of Celling Biosciences and Greg Stock of Zenoss, speed was a key factor. Greg emphasized the importance of an organization being able “to move at the speed of change; the ability to quickly evolve.” Kevin believes that “the guy that does the best is the guy who can make adjustments on the fly.”

SaaSOptics SaaS Metrics Template

Download this template that includes calculations, formulas, definitions and a customizable dashboard. The template includes subscription momentum metrics (ARR, customer count, avg. ARR), churn and retention metrics, and customer lifetime value metrics.

Now is the Time to Revisit Data Literacy

Measure Up Marketing

In their report, Gartner laments that “by 2020, 50% of organizations will lack sufficient AI and data literacy skills to achieve business value.” ” The Data Literacy Index – commissioned by Qlik and conducted by IHS Markit and a professor from Wharton School – found that “more data literate firms have a greater enterprise value of between 3-5%. This represents US $320-$534 million of the total market value of each business.”

Revealing the Why Behind Poor Customer Experience

Measure Up Marketing

David Angelow, a colleague here in Austin, says “differentiating by experience is one of the most successful ways to create an advantage and put distance between your brand and that of your competitors.” A study by Forrester found that companies committed to customer experience (CX) have higher brand awareness, higher average order value, higher customer retention, higher return on spending, and higher customer satisfaction rates.

How to Keep Your Insights Supply Chain Flowing

Measure Up Marketing

One thing certain in today’s environment is that there is a never-ending supply of data. The real challenge is converting raw data into insights. One way to tackle this challenge is with a well-honed insights supply chain. The concept of a supply chain is ideal for this work.

How Your Competitors Can Help You Improve Your Performance

Measure Up Marketing

Most of the companies we’ve worked in or have had the privilege of serving face fairly stiff competitors. Competition is a fact of life, whether it’s one team or individuals pitted against another on the playing field, or students competing for scholarships for academic studies, nonprofits fighting for donations, or businesses competing for customers and market share. Outperforming and outmaneuvering your competitors is vital for success.

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B2B Pocket Playbook: End-to-End Guide to Sales Enablement

Sales enablement is the strategic process of providing sales teams with the content, guidance, and mentorship needed to engage targeted buyers. It’s all about equipping sales professionals with the tools they need to put their best-selling foot forward. And if sales teams want to continuously sell better -- and faster -- their sales enablement process must have a game-winning strategy. It's time for you to start selling smarter - and hitting your sales number - with the best B2B database in the market. Get started today.

Are the patterns in your data leading you in the wrong direction?

Measure Up Marketing

For this article to be valuable let’s start with two assumptions about your data: First, that you have quality data, and second that you are capable – or have access to capabilities – to effectively analyze your data. If these two assumptions are off track, establish an initiative to address these as soon as possible.

How Marketing Operational Excellence Facilitates Growth

Measure Up Marketing

IBM’s Modern Marketing Mandate posited that “CMOs have always needed to take their industry’s pulse and devise appropriate competitive responses … today, the mission needs to extend beyond market research and marketing campaigns. CMOs have a broader responsibility to analyze and predict trends.” Betsy Rohtbart, vice president of Digital Marketing at Vonage, described this as being “prepared for the expected unexpected.”

How to Report on the Value Marketing Generates

Measure Up Marketing

We suspect your CEO, CFO, COO, or president has a cadence for each function to report on performance. If this is the case, as the Marketing leader you provide some type of report to help your leadership team understand the value of Marketing. We have found, as a part of our dashboard review process , that many of the dashboards created by Marketing primarily fall into one of these two types (or a combination of them both): activity reports and financial reports.

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Are There Magic Marketing Metrics in the Engagement Economy?

Measure Up Marketing

How You Can Triple Your Results With a More Personalized, Empathetic Approach

Speaker: Brian Carroll, CEO and Founder of markempa

Marketing and sales feel pretty tricky right now. What worked before now feels out of touch, but have you made plans for how you'll continue to move forward? You've likely tried everything: expert recommendations, best practices, the latest tools, and automation. But your results are falling short. Here's the thing: All the automation tools, best practices, data analytics won't help get better results now until you master empathizing with your customers. In this webinar, you'll learn how to go beyond rational-logic based sales/marketing and adjust your sales enablement strategy to better understand how buyers feel so that you can connect and help them on their journey.

The Value of Investing in Customer Value Management

Measure Up Marketing

My very first business job which was in the in the financial services industry, my title was customer relationship manager. This was long before the emergence of customer relationship management (CRM) tools. My boss at the time was four decades ahead of the mainstream thinking articulated by Phil Kotler in his 2017 article, Customer Value Management, a company’s job is to create superior customer value in the mind of the customer.”