Marketing Technology

• B2B organizations are increasingly keeping an eye on marketing technology spend
• A straightforward comparison of the level of spend to the industry is only part of evaluating the value and potential of marketing technology
• Systematically evaluating marketing technology spend can allow organizations to take corrective action when there are shortcomings

• A rapid increase in technology is adding levels of complexity that most organizations are ill-equipped to deal with
• Auditing your current environment is necessary to build a sound technology strategy linked to enterprise goals
• Maximize audit value with proactive planning, clearly defined goals and objectives, and a process-first mentality

• Technology strategy begins with understanding your processes, models and frameworks
• Centralization allows organizations to achieve improved standardization, but can limit the types of technology available to various business units
• Centralizing sales and marketing technology makes data more visible and easier to find

The recently published “SiriusView: Marketing Automation Platforms 2014” shows each vendor’s list price for the platform. You will see a comparison of MAP vendors in this post

Sales operations and marketing operations tend to work separately, each focusing on their own priorities. It is not unusual to find missed opportunities to share insight, information and experience that could result in improved sales productivity (which is everyone’s objective) Here are two areas where marketing and sales operations professionals can improve performance. Annual Planning […]

B2B marketers, who’ve become more comfortable with procurement, implementation and use of automation technology, are increasingly interested in implementing tools that optimize processes and enable new marketing operations efficiencies. Many are identifying processes that are candidates for optimization and deciding whether marketing resource management (MRM) applications would be a good choice to improve operational performance.

The numbers don’t lie: marketing organizations are embracing technology faster than ever. SiriusDecisions benchmarks show that spend on technology has more than doubled in the last two years, from an average of 2 percent of the overall marketing budget in 2009 to the current average in 2011 of 4 percent of the marketing budget, and […]