Chris Koch

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We need a chief marketing analytics officer

Chris Koch

There’s lots of talk out there these days about the need for a technology guru within the B2B marketing department. Maybe I’m splitting hairs here, but I wonder about the long-term need for a marketing technologist. In the short term, I think marketing has a lot of catching up to do in terms of technology. What do you think?

Analytics 100
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Four reasons to stop measuring marketing

Chris Koch

It’s time to declare marketing metrics a failure once and for all. It’s difficult to parse out the contribution that marketing makes to a sale and it’s even more difficult to get salespeople to spend the time figuring out/checking the box/giving credit in the quest to determine whether marketing played a role in making the sale.

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Four reasons to stop measuring marketing

Chris Koch

It’s time to declare marketing metrics a failure once and for all. It’s difficult to parse out the contribution that marketing makes to a sale and it’s even more difficult to get salespeople to spend the time figuring out/checking the box/giving credit in the quest to determine whether marketing played a role in making the sale.

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What are your best practices for "recession marketing?"

Chris Koch

My web analytics tell me that there are at least 100 people who care enough to let me into their e-mail boxes before deleting me. My CEO at ITSMA, Dave Munn is looking for stories about how marketers have come up with innovative ways to actually do things better during these tough times. What else are you doing to improve marketing?

Practices 100
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What are your best practices for “recession marketing?”

Chris Koch

My web analytics tell me that there are at least 100 people who care enough to let me into their e-mail boxes before deleting me. My CEO at ITSMA, Dave Munn is looking for stories about how marketers have come up with innovative ways to actually do things better during these tough times. What else are you doing to improve marketing?

Practices 100
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We need an app for that

Chris Koch

I’ve been working on a report for ITSMA clients this week about analytics and it got me thinking about the proverbial bigger picture of B2B marketing. We know from our research that we in marketing don’t do much with analytics—i.e., Even rarer is the ability to carry those analytics all the way through to a sale.

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We need an app for that

Chris Koch

I’ve been working on a report for ITSMA clients this week about analytics and it got me thinking about the proverbial bigger picture of B2B marketing. We know from our research that we in marketing don’t do much with analytics—i.e., Even rarer is the ability to carry those analytics all the way through to a sale.