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Strategy
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How Leading CMOs Develop a Strong Messaging Architecture

You are to the point where you have built the ideal go-to-market strategy, completed a thorough buyer segmentation, and you even pulled together a Rockstar sales playbook. You have clearly defined buyer personas and even a well-defined buyer’s journey. You...

CMOs: How Are You Aligning With Sales to Execute the Annual Plan?

No one disputes the importance of Sales and Marketing alignment, especially in today’s uncertain environment. However, the challenge lies in developing a successful interlock process around annual planning that still allows both organizations the agency to complete detailed domain-specific plans. In...

Bold CMOs Know the Only Budget Question to Ask During a Recession Is How Much More to Invest

There is no doubt that we are facing a bleak environment. Unemployment at 11%. Dow Jones Industrial Average posts its worst one day decline ever. A pandemic sweeps the nation. But that’s not just for 2020—it was also for 1920-21,...

How a CMO Acquires Customers For Life

Iconic customer programs generate fierce loyalty and accelerate revenue growth. CX professionals also realize that a poor customer experience goes far beyond just a negative review – it places future deals at risk. In hisfinal interview segment, Ryan Hollenbeck, CMO at...

More Than a Moment—How a CMO Creates a Holistic Journey for Customers

Often, those who are in a selling role find it challenging to distinguish the customer journey from the buyer journey and what that means for them and their quota. However similar they may seem, their touchpoints, and the overall experience...

Revenue Attribution: How Modern CMOs Measure and Communicate Marketing’s Value

Let’s face it—if you don’t have revenue attribution in place, you’re behind the curve. B2B companies are realizing an average lift of 15 to 18 percent in revenue as a result of implementing closed-loop revenue attribution and optimizing investments across...

How a Software CMO Has Led COVID Recovery Efforts

For years, the evolution of Marketing leaders has transformed drastically. Today, those changes are even more significant than what their role looked like nearly 90 days ago. Still, there is no telling what the second half of the year will...

CMOs: Use Your Revenue Marketing Strategy to Drive Sales and Marketing Alignment

Any gap in alignment between the Sales and Marketing organization will endanger the commercial success of a company. The Revenue Marketing Strategy, when thoughtfully crafted, allows best-in-class marketing organizations to focus their energy on demonstrable revenue generation instead of debating...

How CMOs Are Identifying Shifting Customer Needs

Why Are We Having a Hard Time Identifying Customer Needs? Just as social media platforms are constantly evolving, so is the way customers wish to interact with your company. Think of your new customer interactions as “TikTok”—it’s quick (less than 15...

Why CMOs Are Continuing to Invest in Community

At the beginning of stay-at-home orders, maintaining a connection with the customer base was a top priority for CMOs. Marketing teams worked quickly to stand up virtual communities and help customers in an authentic way. Now, as executives look to the...
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