Measure Up Marketing

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 Powerful Relationship Between Culture and Growth

Measure Up Marketing

There is a powerful relationship between culture and growth.

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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.

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When You’re Focused on Upstream, What do You Measure?

Measure Up Marketing

In several recent conversations about Marketing accountability, a question consistently surfaced about which metrics demonstrate Marketing’s value regarding strategy and upstream marketing? It’s a great question.

Why B2B Contact and Account Data Management Is Critical to Your ROI

64% of successful data-driven marketers say improving data quality is the most challenging obstacle to achieving success. Given data’s direct impact on marketing campaigns, reporting, and sales follow up, maintaining an accurate and consistent database is a top priority for B2B organizations. This latest eBook aims to help marketing leaders understand the impact of data management on their company’s ROI.

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.

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.”

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.

When and How to Use Focus Groups – Even in a Virtual World

Measure Up Marketing

Organizations today have numerous options for acquiring customer insights, from social listening to voice of customer research to customer advisory boards.

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.

2020 Database Strategies and Contact Acquisition Survey Report

As buyer expectations continue to heighten, marketing and sales teams are feeling pressured to deliver authentic messaging to buyers at every point of their customer journey. This report aims to highlight the current state of B2B database and contact acquisition strategies, and organizations’ goals to leverage data to fuel their go-to-market strategies in 2020 and beyond.

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.

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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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.

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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.”

Best Practices for a Marketing Database Cleanse

As frustrating as contact and account data management can be, this is still your database – a massive asset to your organization, even if it is rife with holes and inaccurate information. Entrusting a vendor to help maintain its accuracy and completeness is no ordinary engagement. Download ZoomInfo’s latest data-driven eBook aimed to help marketing leaders understand the best practices around choosing a B2B contact data provider.

Are There Magic Marketing Metrics in the Engagement Economy?

Measure Up Marketing

How Do You Know It’s Time to Bring in a Marketing Expert | What’s Your Edge?

Measure Up Marketing

Do you know when it’s time to bring in an outside Marketing expert? Maybe this story helps illustrate the point. Not very long ago, Mark, my husband, started limping. When I asked him what was wrong, he said his knees were bothering him.

Why You Want to Keep Your Data Models Fresh

Measure Up Marketing

We’ve come to understand the importance of models, whether these are data, process, business or capabilities models. One of the most important models is a data model.

Segmentation for Winning in the Market

Measure Up Marketing

In today’s environment, your prospective and existing customers typically have multiple choices to meet their needs. Therefore, business success often boils down to effective market segmentation, identification, and sizing.

Cold Calling Tips and Tricks

In recent years, cold calling has become synonymous with rejection and failure. But the numbers aren't that clear; while less than 2% of today’s cold calls actually result in meetings, 78% of decision-makers have taken an appointment or attended an event as a result of a cold call. What’s the verdict?

Is a Land Grab the Right Growth Strategy for You?

Measure Up Marketing

If you subscribe to Ansoff’s matrix of growth, then you believe there are four primary ways to achieve growth: Sell more of your current solutions to your current customers/markets (Market Penetration). Sell new solutions to your current customers/marketing (Product Development).

How To Architect Your Actionable Marketing Dashboard

Measure Up Marketing

An extensive study by the American Management Association found that the single largest gap between high performing organizations and low performing organizations was whether organization-wide performance measures matched the organization’s strategy.

Why a Data-Driven Marketing Culture Needs to Be at the Top of Your List

Measure Up Marketing

The Western Digital “Growing Role of Object Storage in Solving Unstructured Data Challenges” study revealed that unstructured data is growing between 40-60% per year. Rich media – audio, video, images, and research data, all of which are non-text data types – are leading the pack of data sources.

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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.

How to Overcome the Pain Points of Your CRM

When used effectively, a CRM can be the life blood of your sales team – keeping everyone organized, efficient, and at peak productivity. However, as a company, sales stack, and database grow, it becomes difficult to uphold structure and governance to keep a CRM up-to-date. The result? Less organization, more confusion, and fewer deals closed. Leveraging leading industry research from industry analysts, this eBook explores how your sales team can gain back valuable time.

How to Seize the Elusive Goal of Marketing and Sales Alignment

Measure Up Marketing

In their report, B2B Buyers Mandate A New Chart for Marketing and Sales, Forrester Research posited that, “The misalignment between sales and marketing teams continues to be a hot topic, even after a decade of B2B firms trying to solve this problem.”

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How to Use Intelligence to Outsmart Your Competitors

Measure Up Marketing

Be in the Know About the Competitive Field. Years ago, I competed in triathlons. Before each season, my husband, Mark (who also doubled as equipment manager and cheerleader), would ask, “What’s your idea of success this year?” The answer this question guided our race choices.

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.”

How to Navigate the Winding Road of Accountability

Measure Up Marketing

The Marketing budget accounts for more than 10% of revenue in many companies today. As a result, CMOs are often under tremendous pressure to demonstrate their contribution and impact to the business.

The Account-Based Marketing Playbook

Account-Based Marketing is a strategy, not a solution.

What Your Peers Think is Critical for Future Growth – What’s Your Edge?

Measure Up Marketing

In this episode of What’s Your Edge we captured the highlights from our 20 th anniversary conversations with customers from around the world and from all five of the industries we serve holding C-level and VP positions.

Are you good at the long and short game for performance excellence? | What’s Your Edge?

Measure Up Marketing

Marketing performance excellence takes building skills to succeed at both the long and short game. Marketing Performance Excellence Takes Proficiency at Both the Long and Short Game. Not my game but I’ve learned a lot about it over the past 30 years.

Marketing ROI Is a Trap! Here’s How to Avoid It

Measure Up Marketing

Given our focus on Marketing Performance Management and Measurement (MPM), we have a lot of conversations with our customers and prospects about Marketing ROI.

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A Quality Message Map Makes a Powerful Competitive Weapon

Measure Up Marketing

One of Marketing’s primary jobs is to develop the positioning and messaging for the company and its products and services. The key messages and supporting points are often captured visually in what is referred to as a message map.

3 Mistakes Organizations Make While Developing ABM Programs

While B2B research suggests organizations are thriving through successful ABM programs, getting just one campaign off the ground is more difficult than it seems. From building an account universe to understanding to orchestrating sales and marketing alignment around touchpoint and messaging, there are a number of variables to consider before launching a program.

How to Make Marketing Indispensable

Measure Up Marketing

We often talk about the value of Marketing. To play a strategic, indispensable role Marketing needs to be valuable. Does it seem like I’m splitting hairs? These two words may seem similar but the meaning is not.