An Important Metric – 3 Marketo Champions

I am CMO of SmartBear software and we track a lot of metrics. At last count we had about 10 sheets in a google docs workbook each with about 80 metrics per sheet. It takes us about 90 minutes every Monday to review the prior week.   But when we are done, we know what happenedContinue reading “An Important Metric – 3 Marketo Champions”

Why a Service Level Agreement with Sales is a Bad Idea – Part II

Service level agreements (SLA)for lead follow up are all the rage in marketing and sales organizations. Promoted by marketing analyst firms as one of the things that help with sales and marketing alignment, in my view they do the opposite. In part I of this post, we walked through how SLAs are used with twoContinue reading “Why a Service Level Agreement with Sales is a Bad Idea – Part II”

Why a Service Level Agreement with Sales is a Bad Idea – Part I

Service level agreements (SLA)for lead follow up are all the rage in marketing and sales organizations. Promoted by marketing analyst firms as one of the things that help with sales and marketing alignment, in my view they do the opposite for the following reasons: SLAs are good when required if the goals of two organizationsContinue reading “Why a Service Level Agreement with Sales is a Bad Idea – Part I”

Building a Marketing Operations Center

We just moved from Beverly to closer to downtown Boston into an amazing space in Somerville, MA.   We are sitting right on the Mystic River, 4th floor,  on top of retail shops, a T- Stop etc.  It is great space. Of course, once we moved in, I had to immediately get my marketing operations centerContinue reading “Building a Marketing Operations Center”

Don’t Do Marketing Budgets – Part II

Lot of questions about my posting advocating no marketing budgets –  the reality is that yes, I, the CMO have financial guidelines I have to hit with the company.  I know my salary and benefits numbers, and my all other marketing spend numbers.  And yes, at the beginning of the year, I make some approximationsContinue reading “Don’t Do Marketing Budgets – Part II”

Why Use it Or Lose It Marketing Budgets Work Against the Company

Last post we talked about why handing out marketing budgets isn’t a good idea. It is counter intuitive, but giving someone on the team a blanket “budget” to some extent provides an entitlement to spend the money.  Read the post for more info. The second deadly marketing sin with budgets is the “use it orContinue reading “Why Use it Or Lose It Marketing Budgets Work Against the Company”

Planning for 2015 – Why Budgets Don’t Matter

I am being a little tongue in cheek here, but the focus on “budgets” is very overblown and somewhat destructive to the mission of the marketing group.  Why? Most of marketing success is not budget related – you can’t buy your way to success If you align budgets with the people accountable for success, onlyContinue reading “Planning for 2015 – Why Budgets Don’t Matter”

Is Anyone Measuring Response Rates on these Emails?

If I start posting really bad email solicitations that I get, will they stop?  Each time I get a solicitation email that is just so bad from a reputable company, I have to ask myself, are they measuring the feedback? The click through rates? The unsubscribes?  I have to conclude no. Someone inside the companyContinue reading “Is Anyone Measuring Response Rates on these Emails?”

Preparing Weekly, for Quarterly Business Reviews

Quarterly business reviews are notoriously difficult to prepare for and sit through.  A big challenge that emerges is the data war that can result when different teams, pull different data, in different manners, that then get presented, differently.  The chaos that can result and the lack of insight can make the entire review a lessContinue reading “Preparing Weekly, for Quarterly Business Reviews”

Marketo Marketing Nation Summit Talk – Building a High Velocity Lead Generating Machine

Getting to bottom of my inbox taking the train to NYC for an Insight Venture Partners conference, I discovered that my presentation from Marketo Marketing Nation summit has been posted online.  This was a roughly 45 minute talk titled “Building a High Performance Lead Generating B2B Machine” and loosely followed the outline of my book. Continue reading “Marketo Marketing Nation Summit Talk – Building a High Velocity Lead Generating Machine”