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Pipeline Velocity Measurement Becomes Next Stage Of Maturity, Revenue Growth

The pressure is on — marketers are becoming more responsible for driving revenue. In fact, Forrester research shows that 82% of CMOs have goals tied directly to revenue. As such, modern marketers are taking an active approach to measuring and accelerating pipeline — a task that was typically reserved for sales. But at companies such as Oracle and CenturyLink, there is a growing priority for marketers to generate pipeline metrics, including velocity, which can provide key insights to accelerate deals and streamline customer retention and advocacy.

Acxiom Announces Upgrades To Measurement Solution

axciom analyticsAcxiom, a marketing technology and services company, has made enhancements to its measurement solution, which is part of the company’s portfolio of omnichannel analytics services. The upgrades are designed to provide closed-loop, incremental measurement through enhanced reporting, increased speed to insights and greater opportunity for ongoing campaign optimization.

B2B Marketers Step Up Shift From Activity Metrics To Identifying & Driving Engagement

For much of the past decade, success for B2B marketers has been defined as getting buyers to respond to offers by clicking on, opening or downloading an asset. While these actions are still often used as a sign of initial interest from an individual buyer or an account, marketers are increasingly shifting their focus and efforts to new tactics and tools that can determine engagement beyond impressions or form fills.

Measurement And Revenue Optimization Has Officially Arrived, As Dedicated Gathering Launches In San Fran

Next week, I’ll be heading to one of the first conferences for B2B marketers to focus exclusively on measurement and revenue optimization. Circulate 2017, taking place Sept. 14-15at the W San Francisco, will bring together thought leaders and practitioners from different roles — all with the common interest in measuring and optimizing marketing and sales performance.

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