Moneyball CMOs

A great blog posting this morning by Auren Hoffman titled “The Moneyballing of the CMO”. Essentially, the rapid rise of applications and available data to a CMO is turning marketing from  an art to more of a science.  For B2B marketers and sales leadership,  I would add that not only is there more data to…

By the Numbers – Nurturing Doesn’t Cure Poor Lead Quality

Have you ever reviewed a marketing program and seen terrible opportunity creation results and been told that the names just need to be nurtured?  Mathematically, this doesn’t work and I will explain why, but first a nuance. Nurturing is critical to stay in front of prospects.  Nurturing is important to stay in front of the…

“Second Tier” Media and Website Traffic

Catching up from holiday posts, I read an article on CMO.COM by Shev Rush of Shev Rush Public Relations about the value of paying attention to second tier PR outlets like bloggers and smaller publications.  Many CEOs are reluctant to engage them since they don’t appear to offer much PR value. Shev points out two…