CMOs and senior marketing leaders today continue to be challenged across the board, from driving big picture vision and technology transformation to guiding teams toward improvement in areas such as content creation and campaign execution. I recently had a glimpse at the data behind Forbes Media’s CMO as Culture Warrior: The 8 Essential Characteristics of High Performing Marketing Leaders report. The report focuses on the essential characteristics of successful marketing leadership, but what I found particularly interesting were some of the more quantitative numbers the publisher gathered.
Marketing automation provider Act-On Software has named Michelle Huff as its new CMO. Huff is tasked with leveraging her industry knowledge and product marketing experience to increase demand, maximize customer lifetime value and ultimately boost revenue, according to the company.
TIE Kinetix, a SaaS provider of channel demand generation and sales conversion solutions, has launched The Sales Resource Center. Designed for channel partner sales representatives, The Sales Resource Center delivers customized and co-branded content to sales reps’ smartphones, tablets, desktops and company intranets in real time.
By You Mon Tsang, CMO, Vocus
In the gambling world, handicapping is a science. The best prognosticators compile endless results, statistics and outside factors to determine the outcome of a game that is yet to take place.
But despite meticulous care and understanding, even the best predictions often fall short of expectations. Hence the fact that no one had a perfect March Madness bracket. Marketing campaigns, despite the same level of research, are also subject to this fate.
Brainshark, a cloud-based business presentations solutions provider, launched Brainshark for Work.com, on the Salesforce1 AppExchange. The integration with Salesforce is designed to improve sales onboarding, training and prospecting, and accelerate overall sales performance.
Brainshark integrates with Work.com through the Salesforce Chatter profile. Once logged in, sales reps can see which Brainshark video-based courses they need to take, helping to streamline and accelerate onboarding.
Act-On Software it is looking to expand its partner ecosystem by opening its APIs to third-party developers. The Act-On Developer Program is also adding resources to help agency partners build, test and launch developer applications, company official explained.
In addition, the new platform will offer an app marketplace to provide customers with access to third-party applications.
Limelight Networks announced the next generation of its Limelight Orchestrate Digital Presence Platform that is designed to support consistent, high-performance digital experiences across channels, devices, and geographies. The Orchestrate V2.5 platform addresses the challenges presented by increased and unpredictable content consumption and the need to support an ever-expanding variety of mobile devices, according to company officials.
In recent testing, validated by third parties, Limelight demonstrated up to an 8x web site performance improvement, translating into an 88% reduction in web site visitor wait time, explained Kirby Wadsworth, CMO, in an interview with Demand Gen Report.
Marketo announced Marketo Financial Management (MFM), an application to provide marketers with an up-to-date view of marketing spend so that they can forecast accurately, find and reallocate program dollars and spend to plan. MFM's web-based, automated approach is designed to replace spreadsheets and manual processes to easily share and manage budgets from a single source, according to Marketo officials.
"Marketing organizations need a system for budgets and operational data, just like other departments," said Kristen Petersen, Director, Marketing Operations at F5 Networks, a provider of application delivery networking services. "Combining budget management and marketing automation in a single marketing platform is a big win for marketers. We expect Marketo's solution to help marketing improve budget oversight and simplify the relationship between marketing and finance."