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SiriusDecisions: Alignment, Change Management Key To Realizing ROI Of Marketing Technology

The good news is marketing organizations have doubled technology spending in the last two years, according to new research presented at last month’s 2011 SiriusDecisions Summit. However, while investment has increased rapidly, BtoB companies continue to struggle with implementation and adoption.

Because successful utilization of these new technologies often depends on changes in organizational structure and processes, many organizations are stuck at the starting gate and unable to reap the full benefits of technologies driving the demand generation approach.

Sales Enablement Emerging As Top Priority As Reps Struggle To Sustain Dialogue With Changing Buyer

BtoB companies' inability to align sales and marketing teams around the right processes and technologies has cost them upwards of 10% or more of revenue per year, or $100 million for a billion-dollar company, according to IDC.

With BtoB buyer behavior continuing to evolve, industry research points to an emerging skills gap within sales organizations, as reps are finding it more difficult to sustain a dialogue with prospects. These trends have pushed sales enablement to a top priority for BtoB organizations are challenged to empower sales teams to deliver relevant, high-touch interactions.

“Buyers are saying they have critical timeframes that have to be met, and the sales folks they are working with are not meeting these timelines,” noted Michael Gerard, VP Sales Advisory Service, IDC. “It might be the result of sales folks dropping the ball, or a lack of skills. Don’t overlook the fact that it might be a lack of support within the organization. We have to help make those connections.”

Minding The Don’ts Of Automation: 6 Faster, More Expensive Ways to Waste Marketing & Sales Investments

By Dan McDade, President and CEO, PointClear LLC 

Dan_Mcdade_150wA marketing and sales highlight, this year is the well-documented gain in closed deals that BtoB companies have achieved with best-practice lead generation processes. But we still see companies struggling with average and laggard processes that prevent them from reaching revenue targets.

With a goal of focusing awareness on critical areas where improvements can and should be made, here is a tongue-in-cheek review of six faster, more expensive ways to waste marketing and sales dollars.

8 Ways To Mobilize Your BtoB Campaigns

Despite huge increases in smartphone and tablet penetration, 70% of BtoB companies have yet to optimize their web sites for mobile users, according to research from IDG.

As mobile becomes a vital part of browsing and buying processes, industry analysts suggest BtoB companies must take cues from their BtoC counterparts to determine best practices for an efficient mobile strategy. “When it comes to considerations for mobile marketing, we have to think about it in terms of this is going to be the way that people use the internet,” said Karsten Weide, Research VP Digital Media & Entertainment, IDG. “It’s going to be mobile first!”

Minding The Don’ts Of Automation: 6 Faster, More Expensive Ways to Waste Marketing & Sales Investments

By Dan McDade, President and CEO, PointClear LLC 

Dan_Mcdade_150wA marketing and sales highlight, this year is the well-documented gain in closed deals that BtoB companies have achieved with best-practice lead generation processes. But we still see companies struggling with average and laggard processes that prevent them from reaching revenue targets.

With a goal of focusing awareness on critical areas where improvements can and should be made, here is a tongue-in-cheek review of six faster, more expensive ways to waste marketing and sales dollars.

8 Ways To Mobilize Your BtoB Campaigns

Despite huge increases in smartphone and tablet penetration, 70% of BtoB companies have yet to optimize their web sites for mobile users, according to research from IDG.

As mobile becomes a vital part of browsing and buying processes, industry analysts suggest BtoB companies must take cues from their BtoC counterparts to determine best practices for an efficient mobile strategy. “When it comes to considerations for mobile marketing, we have to think about it in terms of this is going to be the way that people use the internet,” said Karsten Weide, Research VP Digital Media & Entertainment, IDG. “It’s going to be mobile first!”

Sales Enablement Emerging As Top Priority As Reps Struggle To Sustain Dialogue With Changing Buyer

BtoB companies' inability to align sales and marketing teams around the right processes and technologies has cost them upwards of 10% or more of revenue per year, or $100 million for a billion-dollar company, according to IDC.

With BtoB buyer behavior continuing to evolve, industry research points to an emerging skills gap within sales organizations, as reps are finding it more difficult to sustain a dialogue with prospects. These trends have pushed sales enablement to a top priority for BtoB organizations are challenged to empower sales teams to deliver relevant, high-touch interactions.

“Buyers are saying they have critical timeframes that have to be met, and the sales folks they are working with are not meeting these timelines,” noted Michael Gerard, VP Sales Advisory Service, IDC. “It might be the result of sales folks dropping the ball, or a lack of skills. Don’t overlook the fact that it might be a lack of support within the organization. We have to help make those connections.”

SiriusDecisions: Alignment, Change Management Key To Realizing ROI Of Marketing Technology

The good news is marketing organizations have doubled technology spending in the last two years, according to new research presented at last month’s 2011 SiriusDecisions Summit. However, while investment has increased rapidly, BtoB companies continue to struggle with implementation and adoption.

Because successful utilization of these new technologies often depends on changes in organizational structure and processes, many organizations are stuck at the starting gate and unable to reap the full benefits of technologies driving the demand generation approach.

New Benchmark Study Showcases Payoffs From Lead Generation

A new study released last month spotlights the critical role lead generation plays in the sales success of BtoB companies, and shows companies who align sales and marketing with lead generation outpace competitors. The 2009 B2B Lead Generation Benchmark Study, released by Mac McIntosh Inc. and ExperiGenExperts, also found the vast majority of survey participants (94%) use more than four different lead generation tactics to get the job done.

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