- SiriusDecisions Summit now includes a distinct technology track that features both foundational and advanced sessions
- Many of these Summit sessions will have technology implications, making it critical for both business and operations leaders to attend
- The future of B2B technology will be built on a series of layers that bring consolidated approaches to data, analytics and orchestration
- Data issues abound, even in relatively small data sets – growing data management proficiency is critical
- Focus on several key areas: process, interlock, skills and roles, measurement and culture
- Join John Donlon and Steve Silver at the SiriusDecisions TechX event in Austin this month
- Data is the fuel for your marketing engine that can turbocharge your demand creation efforts
- New data privacy legislation is in effect in the EU, and organizations need to adapt quickly
- Revisit data requirements with internal stakeholders to manage the right data in the right way
- Shifting from a defined project to an ongoing program is a challenge for many organizations
- Leverage the enthusiasm for a data cleanup project to establish ongoing data governance
- Ownership, a roadmap and internal promotion are key to transitioning into a sustainable program
- Dump those old contacts; they’re probably not worth hoarding
- Marketing operations still needs to control the list upload process, but that doesn’t let everyone else off the hook
- Data unification is an increasingly hot topic for marketing
- Behind every data problem, there’s a process problem – and behind every process problem, there’s likely a people problem
- First, think about the processes in place to bring data into your systems and manipulate it once it’s been captured
- Once these processes are identified, think next about who performs those activities
- Contact data management vendors offer a range of services
- SiriusDecisions’ recently published SiriusView, “Contact Data Management 2015,” evaluates 13 vendors
- Selecting the right contact data vendor is an important piece of an organization’s overall data management strategy
- Marketers often spend too much time promoting their contribution to the business vs. marketing measurement
- It’s important not to give short shrift to deal forensics – touch analysis, identifying what tactics do and don’t work
- The results of measurement provide the insights that prove marketing’s real impact
- Marketing content must be written in a way that appeals to the buyer audience, using terminology that buyers understand
- Identifying buyer personas and understanding their attributes and preferences are the keys to effective messaging and content
- Marketers must never be complacent about gaining insight into what will resonate with buyers and customers
How can you successfully unify your internal and external data in a way that drives better insights into your prospects and customers?
How many times have we let one sales rep’s impression of what it takes to win a deal influence our entire marketing strategy? How many times has the HIPPO (Highest Paid Person’s Opinion) – one opinion, mind you – won out, leading to a copy rewrite that resonates with that person, but not with the target persona?
If your organization is facing change, are the bright spots clear? Is it obvious what behaviors will thrive going forward?
The marketing operations function is maturing, and strong individuals are thriving, but what’s next for them? Here’s a progression that we have seen work well.
This is the first of a series of blog posts, where SiriusDecisions analyst John Donlon explains some of the not-so-obvious gotchas that hold back real process improvement, what you can do to avoid them, and how to emerge as a process hero. The topic of this article is the Fallacy of the Efficient Middleman.