Many marketers are now being forced to produce business justification cases for each marketing program they plan to execute. We see it every time there is a new project that they are interested in running. Specifically we see some clients that have moved away from branding and multi touch projects that may not generate strong ROI to moving to ... Read more … [Returning Value on your Marketing Spend: Pushing ROI Results with less budget]

Twelve Strikeouts is Concerning When you hold a dozen or more sales meetings with well qualified buyers and don’t close any, it’s time to act. Unfortunately, our client’s action was suspending an otherwise very successful campaign. We are working on a proposal for a Lessons Learned campaign that will reveal the reasons they have lost so ... Read more … [Have a Low Close Rate? Know This.]

It seems that one thing we can get wrapped up in when it comes to sales and marketing campaigns is overthinking the automation, the ease of use of new tools and technology and then depending on those things to do our work for us. We developed some new content for a campaign in May and called in our design partners. Well, with everyone ... Read more … [Failure to Launch: Getting Proactive with your Lead Generation Campaigns]

Are you Automating your Marketing? You’re [in] Bound to be Missing Great Leads. Read this excerpt from a write-up we submitted to a client for an upcoming face-to-face meeting. “[The decision maker] is an integral part of the sales and marketing team driving process improvement and workflow. She is also well versed in CRM and has worked ... Read more … [Are you Automating your Marketing? You’re [in] Bound to be Missing Great Leads.]

It seems pretty rational, if something isn’t working then stop investing in it. After all, why throw good money after bad? That’s what most firms are doing when a particular lead source can’t be tracked directly to revenue. And, while this may seem logical at first glance, you are getting an incomplete picture if you’re keying on lead source ... Read more … [Measuring your lead gen success by closed revenue? Are you missing something?]