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”

Lead Quality’s Impact on Sales Staffing and Margins

A post on HubSpot this morning titled “Check Out This Chart: The Rise of Marketing Is Killing Off Jobs In Sales” spurred me to do a quick analysis of lead quality vs. sales headcount.  Why have I been thinking of this? With a fixed call volume for an inside sales team, the more leads youContinue reading “Lead Quality’s Impact on Sales Staffing and Margins”

Sales Kick Off – Most Companies Spend Time on the Wrong Activities

B2B CMOs not only need to measure demand generation, but also the status of sales enablement as this is a key function of product marketing. Ongoing measurement of sales preparedness helps to prioritize what types of training the sales team requires to effectively convert MQLs to opportunities. It is around this time of year whenContinue reading “Sales Kick Off – Most Companies Spend Time on the Wrong Activities”