Matt Papertsian

VP, Principal Analyst

Author Insights


Marketing Enablement Improves Business Outcomes — Show Me The Value

Matt Papertsian December 16, 2022
Marketing leaders understand that enablement drives better business outcomes, yet companies spend only about 10% of what they spend to enable sales. Learn what it takes to establish and communicate the value of marketing enablement efforts.

Seven Fallacies Of Product-Led Growth That B2B CMOs Must Address

Matt Papertsian August 31, 2022
CMOs at companies that employ or plan to employ a product-led growth (PLG) strategy have a unique opportunity to use their team’s competencies to accelerate company growth. Dispelling the seven common PLG fallacies will both help the company scale faster and create trust in the marketing function to support it.

Three Critical Factors For Designing A Marketing Operations Function That Supports Growth

Matt Papertsian April 1, 2022
One of the first questions every marketing leader must be able to answer for every major effort they oversee, and even some they do not, is: “What are the tools, processes, data, resources, and measurements I need to have in place to be as effective and efficient as possible?” To answer this question, marketing leaders […]

The Top Nine Emerging-Company CEO Expectations For Marketing And Sales Leaders

Matt Papertsian September 27, 2021
To successfully scale the business for growth, revenue engine leaders at emerging-growth companies must share the same goals. Those goals must also align with the CEO’s expectations, which change as the company moves through the early-growth, extended-growth, and prepare-for-exit stages. Nancy Maluso and I recently interviewed CEOs from emerging companies — which Forrester defines as […]

Time to Shift! The Top Priorities For Emerging-Company Marketing Leaders

Matt Papertsian September 22, 2020
For emerging-company marketers, too much of a good thing can be just as difficult to deal with as too little. Focusing all components of the revenue engine on the primary growth strategy with shared goals is critical in good and difficult times.

CMOs Helping Other CMOs Through Crisis

Matt Papertsian April 28, 2020
  • CMOs and Forrester shared insights about crisis management at our recent virtual marketing leadership happy hours
  • Emerging-growth businesses have been forced by COVID-19 to shift their priorities to meet the needs of key stakeholders
  • High-growth emerging companies that thrive on change share their adjusted plans and insights

From a Root Canal to a Lollipop: Five Ways to Improve Emerging-Company Marketing Planning

Matt Papertsian August 23, 2018
  • SiriusDecisions has identified five planning assumptions that should drive the priorities of emerging-company marketing leaders in 2019
  • Defining and instituting a planning process designed to contribute to marketing growth objectives is critical to both marketing and company success
  • This post describes five ways to make the planning process less painful and more productive for everyone involved

The Rise of Marketing Ops at Emerging Companies

Matt Papertsian January 12, 2017
  • The scope of marketing operations has expanded substantially
  • The function’s evolution is driven by automation technology and a decrease in headcount
  • The need for a broader set of skills has become a strategic imperative

Two Distinct Flavors of Personalization

Matt Papertsian August 24, 2016
  • Persona-based and individual personalization should be used in tandem
  • Each target has a different set of requirements to consider
  • The goal of personalization is to optimize conversions

From Man to Machine to Lead – When Products Generate Leads

Matt Papertsian March 28, 2016
  • The Internet of Things is revolutionizing how we understand our buyers and how we create demand
  • Companies that provide software-as- a-service offerings, apps or appliances can now generate leads without human intervention
  • Bidirectional communication capabilities built directly into products provide a new channel for insight and demand

What Can CMOs at Emerging Firms Learn From Large Enterprises?

Matt Papertsian March 30, 2015
  • Entrepreneurial behavior and quick responsiveness to customers are more challenging as organizations grow
  • Many small companies don’t have the talent or resources to optimize organizational design or go-to-market models
  • Small companies need to remain agile and do more with less to survive

Upland Software Acquires Clickability

Matt Papertsian January 28, 2014
Just over two years ago, Limelight Networks announced the acquisition of Clickability, a software-as-a-service Web content management (WCM) provider that enables digital marketers to create, manage and publish content on any device, as well as track and personalize visitor experiences. By adding Web content management capabilities to its existing video platform, site acceleration, mobility and […]

The Evolution of Profiling: Asking Less but Getting More

Matt Papertsian October 25, 2012
Let’s face it, nobody likes filling out online forms, but when we get something of value in return, then we are willing, provided the form isn’t a mile long. The concept of progressive profiling, introduced a few years back, helps companies reduce form length while still allowing them to gather the data they require. The […]

SEO: In Search of a Strategy

Matt Papertsian July 19, 2012
Search engine optimization (SEO) has long been a staple of the B2B marketer’s tactics menu, ranging from Web page optimization to external link-building strategies focused on increasing relevant site traffic. Yet, for anyone who has managed an SEO project, the catchphrase of the late comedian Rodney Dangerfield often defines these efforts: “I don’t get no […]

Mobile-Friendly Content: No Longer Just a “Nice to Have”

Matt Papertsian May 21, 2012
A few years ago, B2B marketers were questioning whether social media was a viable marketing channel. Today, we see best-in-class companies leveraging social media not just at the top of the waterfall to drive awareness and branding, but all the way through to accelerating opportunities to help drive adoption and retention. Further, integrating a social […]

Email Marketing: The Evolution Continues

Matt Papertsian April 4, 2012

In fairness, today’s B2B marketers face email challenges unknown back in 1971, such as multiple (and obviously far more tech savvy) audiences, changing buyer roles and buying stages, target audiences overwhelmed with campaigns, spam traps and filter mechanisms blocking messages.


Name Your Own Web Domain: Implications for B2B

Matt Papertsian August 16, 2011
The Internet Corporation for Assigned Names and Numbers (ICANN) has opened the door to the creation of new generic top-level domains (TLDs). Now, in addition to the 22 existing TLDs ranging from .com to .uk, any terms can be chosen for a TLD, although these new domains will not be available until 2013. So, in […]