Measure Up Marketing

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.

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.

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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.

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.

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 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.

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?

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.

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.”

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.

Why Smoking Costs Employers More Than They Realize

Your employees are smoking, and at a cost of $7,000 per year for each employee who smokes, that adds up - fast! This free report will show you how an effective cessation program pays for itself.

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.”

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.

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.

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.”

Lead Generation Checklist to Get Better Results Now

You spend time, energy, and money to generate demand and get leads. It's how you manage them that makes the difference between success and failure. This checklist gives you an easy way to focus on the most critical tasks to get better results now.

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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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.”

Improve Your Ability to Anticipate the Pitch- What’s Your Edge?

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.

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.

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.

The Powerful Relationship Between Culture and Growth

Measure Up Marketing

There is a powerful relationship between culture and growth.

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.

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 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.”

Pressure Points: How to Ensure Your B2B Pipeline Passes Inspection

This eBook highlights best practices for developing a pipeline management process that helps sales leaders and their team C.L.O.S.E (you’ll see what we mean in this eBook) more revenue through data-driven prospecting, stage analysis, and subsequent sales enablement.

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 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.

Are There Magic Marketing Metrics in the Engagement Economy?

Measure Up Marketing

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.

Marketing-Led Post-COVID-19 Growth Strategies

Businesses are laying off workers, shutting their doors (some permanently), and struggling to react to the radical destruction that coronavirus (COVID-19) is doing to our society and communities. Most have already sustained massive damage, and we still have yet to see the scope of impact of the global pandemic that has upended the globe. Any return to normalcy may seem far-off, but sales and marketing are on the front lines of restarting the economy. When the dust settles, we have a responsibility to turn our shock and grief into fierce determination, and lead the charge of responsible, strategic, sustainable future growth. However, there’s no team better suited to lead that charge than the marketing department. Marketers are uniquely positioned to provide creative solutions to aid their organization in times of change and chart a course for navigating success.

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.

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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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 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 ZoomInfo Helps Overcome the Top Pain Points of Inside Sales

Recent digital transformation has shifted the B2B landscape by ushering in the era of buyer empowerment. With more access to user reviews, analyst opinion, and industry research, decision-makers are more informed than ever while navigating what is now known as the “buyer’s journey.”

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.