1. The Measurement Models Most B2B Teams Know Most B2B marketers have been trained on attribution models and funnel...
You’ve probably seen this stat around the last few years: the average tenure of a CMO is 2 years;...
Is there a generative AI approach to marketing measurement? In the world of B2B marketing analytics, most companies are...
1. Why Teams Hesitate to Add MMM When B2B marketers first hear about Media Mix Modeling (MMM), the initial...
1. The Weather Forecast Lesson When the weather forecast says there’s a 70% chance of rain, no one writes...
1. Why the Team Matters More Than the Model AI, Media Mix Modeling (MMM), and data science won’t transform...
1. The Era of Certainty Is Ending For the last two decades, B2B CMOs have been rewarded for looking...
1. The Future Everyone Sees Coming We’re heading toward a world where CMOs won’t log into dashboards. They’ll ask...
In our last article discussion, someone asked me a great question: “If you were sitting in a marketer’s shoes...
1. The AI Hype vs. the Real Pressure Scroll through LinkedIn and you’ll see endless hype about AI tools...
The QBR Scene We All Know Too Well The QBR room is tense. Marketing presents slides showing they hit...
1. The Problem With Most B2B GTM Planning Meetings Marketing walks in with their sourced pipeline numbers. Sales brings...
You’re Convinced. Now What? You read the last article, nodded your head, and thought, “Yes, shared pipeline goals make...
1. The Funnel Is Broken and It’s Not Just Attribution’s Fault The traditional B2B funnel is breaking down. Legacy...
Imagine planning your next vacation. In a deterministic world, you assume everything will go exactly as planned: no flight...
Most CMOs and marketing leaders don’t need to become finance experts. But they do need to plan like finance...
Most B2B marketing teams still run their planning in spreadsheets. Campaign calendars in one sheet. Budget calculations in another....
For years, marketing teams have chased credit. We optimized for attribution. We tried to prove we “sourced” pipeline. We...
Attribution was supposed to make things easier. A clean report that tells you which channel “caused” a deal. Clear...
B2B marketing planning is evolving—and if CMOs want a stronger seat at the table, they need to start planning...
For decades, the Marketing Qualified Lead (MQL) has been a staple KPI in B2B marketing. It promised to bridge...
Highlighted Summary: Situation Simpro, a growing job management software company, faced challenges with marketing attribution and budget allocation. Traditional...
Highlighted Summary: Situation OpenText, a leader in enterprise information management, found itself facing challenges with budget allocation and campaign...
Key results: → Real-time insights into every marketing channel → Reduced CAC, higher ROI on the right marketing channels ...
While media mix models (MMMs) have been around for decades, they’re surprisingly not very prevalent in B2B marketing. And if...
5 Questions Your Marketing and Sales Funnel Insights Should Answer While most businesses can likely pull up the basics...
Key Results: With the transition from marketing arts to the science of marketing—many companies struggle to get insights early...
Effectively running a business in the digital age is complicated, to say the least. With an endless amount of...
One of the first questions people usually ask us is, “What exactly do you guys do?” Our answer in...
What Are KPI’s? Anybody who has some experience working in the world of business and entrepreneurship has likely heard...
Predictive analytics is an incredible tool that can make a huge positive impact on your company. From optimizing marketing...
The unified modeling language, otherwise known as UML, is a developmental language in the field of software engineering that...
There is an incredible amount of data in the world. Data is an invaluable resource that is vital for...
What is Data Mining? Data Mining isn’t a term most companies and individuals are unfamiliar with, however, there seems...
In our last blog, we discussed the basics of data mining and its importance to your business. With the...
Artificial intelligence, or AI, gets thrown around so much in the business and technology fields, nowadays, that it seems...
Writing a business plan is a daunting, but necessary, task. Doing so can help take your business to new...
It may surprise you that a successful executive dashboard initiative is not just about the data. It probably varies...
When you own a business, the most important thing is your revenue. You can’t keep your business running without...
Owning a business is hard work, there’s no way to get around that. That’s just the truth of it....
We all know that scaling your business and achieving the growth that you desire can be much easier said...
Managing your employees is a job in and of itself. At first glance, it seems easy to put a...
Data monetization is far from a new concept, however, you may be surprised to know that not every company...
