Speakers: Scott Brinker | John Staples, Mark Synek, SBI

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On this week’s SBI Insider Podcast we discuss the intersection of marketing and technology.  Joining me in this discussion is my colleague Mark Synek, Principal from SBI. Together we discuss the approach to data-driven marketing for companies with aggressive revenue growth goals.

 

Data is everywhere. Channels are exploding, and technology is constantly changing. Technology is changing. Executives require more detailed reporting. Intuition and experience are no longer enough. You are living in the “show me” era. Marketing leaders cannot deal with this alone. You need a right hand, called marketing ops.

 

My colleague, Mark Synek, and I recently spoke with Scott Brinker, the author of chiefmartec.com, also known as the Chief Marketing Technologist Blog. Listen as we discuss with Scott the intersection of marketing, technology and management.

 

Download our 10th annual workbook, How to Make Your Number in 2017. Turn to page 248 of the PDF to review the marketing strategy section on Marketing Operations.

 

Marketing leaders now require detailed data to make data-driven decisions. Sales has been traditionally supported by sales operations.  For marketing the need for operations support has become mandatory for success. 

 

Marketing Technology StackWe review the role of marketing operations. Scott explains the challenges that organizations face when developing marketing ops.  Next, we explore how to set objectives for the marketing ops team. How should marketing leaders correctly set the objectives and develop an executable data plan? We also delve into the topic of marketing technology. Scott explains what stands between marketers and the ability to effectively leverage marketing technology.

 

Finally, we summarize the show with critical insights for marketing leaders who are trying to evaluate their needs for ops and systems. Listen as Scott walks our audience through how to develop and execute a marketing operations plan.

 

If after listening, you want to learn more, we have another resource for you. It’s our  10th annual workbook titled How to Make Your Number in 2017. Download it now to learn how to make your number in a predictable, hassle-free way, year after year. It’s the secret sauce used by executive leaders with aggressive revenue growth goals who can’t afford to waste any time.

ABOUT THE AUTHOR

John Staples

Leads teams of highly qualified experts, all relentless in their pursuit of helping you make your number.
Learn more about John Staples >

John is the global leader of SBI’s account management business unit. As such, he and his team help clients across 19 verticals drive top line growth and operational efficiency in sales and marketing.

 

John’s marketing, sales and product expertise span a multichannel strategic approach. He has an unyielding focus on strategic and key account development, which enables strategic alignment between all functional team members in order to reduce acquisition cost and increase lifetime value.

 

His broad experience in sales, marketing, product and engineering allows him to bring a unique problem solving approach to his team and clients. As he has discovered through decades of experience, clients are often distracted by the symptoms of a larger problem and overlook the root cause of it.

 

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