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Optify | CEO Thoughts: 6 Steps to Marketing and Sales Alignment

Optify | CEO Thoughts: 6 Steps to Marketing and Sales Alignment | Business Intelligence | Scoop.it
Summary... Here are my 6 steps to marketing and sales alignment. Note that in reality, these 6 steps are about aligning your go-to-market processes, at least for your own direct sales channel. Step 1: Agree on a tight definition of target market Your definition needs to be something like: “Our target market is fast food restaurant franchises of 5-15 stores.” This way, marketing knows very well if leads they generate are in the strike zone or not. Step 2: Develop standard buyer personas Step 3: Define the customer acquisition process Now lay out the entire customer acquisition process with the target market and specifically those key personas in mind. Marketing and sales management must all buy into a flow from origination of a lead right through the onboarding process after a deal closes. Step 4: Develop a set of key performance indicators (KPIs) across the process Once the customer acquisition process can be clearly mapped, there are obvious steps in the process that become key performance indicators, or KPIs. This can be as simple as steps in your lead and sales process. Step 5: Create a rapid feedback loop I can’t stress how important it is to rapidly evaluate what is working and what is not. I have been in organizations that evaluated marketing programs quarterly. That is a mind-numbingly long time to wait to change or adjust processes or programs that aren’t working. Step 6: Measure the process and iterate quickly Once the feedback loop is established, iterate quickly. Nothing in an early stage go-to-market strategy ever works the first time. We are all by definition feeling out new markets. So iteratively working towards the best processes and programs is a must.
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3 Content Curation Tools Every Marketer Should Have - Business 2 Community

3 Content Curation Tools Every Marketer Should Have - Business 2 Community | Business Intelligence | Scoop.it
Business 2 Community 3 Content Curation Tools Every Marketer Should Have Business 2 Community This is extremely difficult as businesses are hard-pressed to ensure that their content is always up to date and relevant.
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Blue Ocean Facebook Strategy - leave the competition behind! | Social Mediation

Blue Ocean Facebook Strategy - leave the competition behind! | Social Mediation | Business Intelligence | Scoop.it
This blog mainly focuses on the online gaming market and how organisations, trying to compete in this over-saturated market, could be using Facebook to get ahead.
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Why the Lean Start-Up Changes Everything - Harvard Business Review

Why the Lean Start-Up Changes Everything - Harvard Business Review | Business Intelligence | Scoop.it
Business management magazine, blogs, case studies, articles, books, and webinars from Harvard Business Review, addressing today's topics and challenges in business management.

Via Marylene Delbourg-Delphis
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How Microbusinesses are Using Market Research to Shape Their Strategy – Online Surveys and Small Business Owners | Instant.ly

How Microbusinesses are Using Market Research to Shape Their Strategy – Online Surveys and Small Business Owners | Instant.ly | Business Intelligence | Scoop.it
Here's how a few small businesses are leveraging mobile market research to make a difference in their bottom line. Here’s what they’re up to and what you can learn from their examples.
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4 Principles of Marketing Strategy In The Digital Age - Forbes

4 Principles of Marketing Strategy In The Digital Age - Forbes | Business Intelligence | Scoop.it
4 Principles of Marketing Strategy In The Digital Age Forbes Life for marketers used to be simpler. We had just a few TV channels, some radio stations, a handful of top magazines and a newspaper or two in each market.
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10 Tips for Tactical Tweeting - Forbes

10 Tips for Tactical Tweeting - Forbes | Business Intelligence | Scoop.it
10 Tips for Tactical Tweeting
Forbes
Advances in social media practices and a focus on effective content marketing have been drastically improving this effort. ...
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CMOs: The B-to-B Marketing Model Is Changing. Are Your Marketing Disciplines Evolving With It? | SiriusDecisions Blog

CMOs: The B-to-B Marketing Model Is Changing. Are Your Marketing Disciplines Evolving With It? | SiriusDecisions Blog | Business Intelligence | Scoop.it
B-to-b marketing is under the gun to change, and quickly, to respond to changing sales and market needs.

 

Summarized...


Six core disciplines are undergoing change:

Strategy: The discipline that builds the go-to-market (GTM) marketing framework.Communications: The discipline that builds a framework for strategic marketing positioning, which will transform how we manage social media and content.Portfolio: The offering, strategy and interlock discipline. There is more than one way to go to market.Demand: The discipline that creates and enables demand creation.Operations: The discipline that provides the framework for marketing infrastructure and measurement. The role of marketing operations is broadening. Increased investment in marketing automation and marketing resource management technologies will be required in order to scale operations, enable global processes and provide new market and buyer insights.Delivery: The discipline that provides the capability to deliver marketing to multiple channels.
Via marketingIO
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marketingIO's curator insight, April 15, 2013 9:45 AM

Albeit brief, this is tremendous perspective and summarizes the changes that today's B2B CMO is undergoing. We can't help to think that technology drives each one of these core disciplines, and the benefits the CMO can derive from its execution. Click through for further explanation of each changing factor.


  • See the article at www.siriusdecisions.com
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  • iNeoMarketing merges marketing automation with content marketing for a powerful lead management solution, configured and managed by our knowledgeable, experienced staff.  Contact us.
Mayer Becker's curator insight, April 23, 2013 10:41 AM

SiriusDecision says: "The role of marketing operations is broadening..."

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Curation Is The Future of Online Retail Shopping

Curation Is The Future of Online Retail Shopping | Business Intelligence | Scoop.it

 

 


Via Robin Good
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Deanna Dahlsad's curator insight, April 26, 2013 4:36 PM

"If you think about it, fashion may actually be THE industry that started the curation trend – we just didn’t know it at the time. How could we? “Curation” is a relatively new term, but it’s finding its way into other realms; you hear about content curation, music curation – all meaning that in some way, these industries are personalizing their offer according to your individual wants, needs and likes."

Farid Mheir's curator insight, April 26, 2013 6:18 PM

Absolutely a huge trend. Recent NRF show in NYC, curated commerce was very popular topic. Not only are brands and websites positioning themselves, newcomer companies are starting to prepare platforms to facilitate the creation of curated commerce. For example, Dell unveiled a special curated commerce project that will provide the platform for others to enable curated commerce on their website.

Lee Tonitto's curator insight, April 28, 2013 3:03 AM

Fashion SKU curation is the solution to reduce consumer anxiety: A search for ‘black dress’ in Clothing & Accessories on Amazon.com brings back 65,529 results! For consumers, this large number of choices can lead to confusion, exhaustion and dissatisfied purchases, or worse, no purchase at all."