Marketing Operations

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March 8, 2020

The Secret to Sales Enabled Marketing Campaigns: RACI

How often have you and your fellow marketers complained about the lack of sales help in your marketing efforts? From help to drive attendance at your events to the usage of your content and collateral, for marketing campaigns to be their most effective, sales participation is critical. Yet, too often marketers silo the strategy, planning and execution of their campaigns outside sales’…

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September 24, 2019

What is Revenue Operations? Lessons Learned from the Allocadia Team

Revenue Operations seems to be the hot, new title, experiencing incredible growth. Take it from Dana’s chart*. So, I sat down with the team from Allocadia to learn why they hired a Rev Ops person, what they’ve learned and where the role sits in their org chart (hint: it is NOT under sales OR marketing). Subscribe to the Podcast to…

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June 7, 2019

The State of B2B Marketing: A Decade Into Revolution

B2B Marketing Perceptions I’ve spent much of the first part of this year speaking with executives, practitioners, “thought leaders” and vendors alike. To say that there is a consistent theme arising in these conversations is a gross understatement. The topic is always the same and starts with a question – ‘what do you think about the state of B2B marketing’?…

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May 20, 2019

Integrated Marketing Campaign Management for Enterprise Companies

Introduction As part of our soon-to-be-released eBook on Best Practices for an Enterprise Marketo Implementation, I was asked to contribute tips on how to run an effective integrated marketing campaign. I’m fortunate to have worked with our enterprise clients (+$1B in annual revenue) crafting marketing campaigns that show results. Now, I’m bringing those insights to you, before the eBook launches,…

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April 18, 2019

Step-By-Step Guide to Building a Data and Analytics COE

Preliminary COE Reading We’ve already established the importance of COEs, along with how starting with a data and analytics Center of Excellence (COE) helps CMOs in the boardroom. So, assuming you took JT’s advice and created allies in your COE creation (or even if you didn’t), what are the next steps? This is your step-by-step guide to building a data and…

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