Let the Sales Team Set Your Scoring – Beyond Basic Lead Scoring

At my most recent talk at MarketingNation,  I asked the audience how many people used lead scoring.  Nearly the entire audience raised their hand. Then I asked how many people allowed sales to set the scores, just a few hands shot up. This was surprising since marketers that don’t allow sales to set scoring areContinue reading “Let the Sales Team Set Your Scoring – Beyond Basic Lead Scoring”

Cape Cod Fishing Reports and Lead Quality Reports

I like to fish the waters off Cape Cod in the Summer for Striped Bass. If you read the fishing reports, theoretically, they should give you the required the information to catch the fish. This weekend, for example, the reports said the stripers were biting squid off the Monomoy Rips at the tide change. So,Continue reading “Cape Cod Fishing Reports and Lead Quality Reports”

My New Book: Digital CMO’s Guide to Marketing Measurement

Over the past year, nights and weekends I have been working on a book encapsulating my learnings at Vkernel implementing a high velocity, B2B marketing team.  Most of my career experience up to that point had been in operations as a naval officer and high touch B2B sales and marketing.  VKernel was an interesting learningContinue reading “My New Book: Digital CMO’s Guide to Marketing Measurement”

Why MQL (Marketing Qualified Lead) By Itself is Not a Useful Metric

I have come across many marketing organizations that use the metric of “Marketing Qualified Lead” or MQL as the goal that drives B2B marketing demand generation.  Theoretically, if marketing supplies the required number of MQLs, then sales will hit their revenue goals.  Neither part of this statement is accurate, but for this posting, we willContinue reading “Why MQL (Marketing Qualified Lead) By Itself is Not a Useful Metric”