Overcoming 3 Barriers to Create a Data-Driven Sales Culture​

Today’s Tech companies are investing millions in marketing and customer analytics to seek out a competitive edge. But realizing ROI on that investment requires behavior change in your sales channels. We’ve seen three common barriers that impede successful…

Big Data’s Big Problem

There’s a common myth inside the discussion about the earth’s natural resources, namely that we run the risk of exhausting them. But a simple research of the matter quickly dispels this. We do not run the risk of “running out,” of our resources, but instead face the dilemma of not being able to extract them. […]

The Promise of the Marketing Data Platform

A relational data warehouse built with standardized schemas, loosely coupled to source systems, and extended to meet a company’s unique requirements.

The Last Mile Problem: 7 Steps to Closing the Insights-to-Outcomes Gap

Changing front-line behaviors with data-driven insights will be critical to realizing the benefits from your investments in analytics.  It’s harder than you think! Perhaps you are one of those companies in the CMO Survey that is planning a 218% increase in analytics spend over the next three years, or perhaps you are part of the […]

MarketBridge Research: The Best B2B Marketing List Providers

Objective We are trying to understand the best B2B lists for acquiring new customers. We are interested in lists used to conduct email, direct mail, and telephone campaigns, across small business to Large Enterprise. We are asking B2B marketers to rate the effectiveness, accuracy, breadth, and cost of various list providers. Once the data are […]

FinServ Digital Transformation: It’s All About the Data

CEOs and their leadership teams in FinServ companies—from banking to insurance to credit—are moving on to the next wave of digital transformation: data strategy and execution. While every company is at different stages of digital maturity (as are individual BUs and functions within each company), one trend is absolutely clear:

Thoughts on the Microsoft-SAP-Adobe Open Data Alliance

This week, Microsoft, SAP, and Adobe (I’ll call it the MAS alliance moving forward) announced an “Open Data Initiative” or ODI. The general consensus is that this is a competitive response to the increasing domination of Salesforce.com in the CRM and marketing technology space, whose PEPM (per employee, per month) SaaS (software-as-a-service) CRM platform has […]

Building Data Intuition for Marketers

The more I interact with seemingly sophisticated companies who fat finger their attempts at personalization, the more I appreciate the efforts of companies who really get me. You would think I’m referring to the independent corner coffee shops, but it’s when a behemoth enterprise somehow manages to establish a relationship with me that I’m truly impressed. […]

Let’s Talk About the HiPPO In the Room. Five Steps to Activate Data-Driven Sales and Marketing

Increasing Data and Analytics Usage is the #1 Marketing and Sales Priority for B2B Companies No one will be surprised to hear that – according to a recent Forrester study1 – 82% of B2B companies believe that increasing the use of data and analytics for marketing and sales is a top priority over the next […]

What About Small Data? Part 2

Getting Back to Growth by Playing Small Ball The ADBUDG curve is a 40-year old handy heuristic for modeling marketing spend vs. return. It was first used for broad-reach advertising. The concept is pretty simple: The curve starts out flat, as dollars are invested to get breakthrough with a group of consumers Then, the curve […]