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Feature Articles

Marketo Rolls Out New Analytics App Aimed At Helping Marketers Forecast Pipeline Impact

Marketo unveiled its new marketing analytics solution today, Revenue Cycle Analytics, which packages software together with a methodology designed to make it easier for marketers to measure and optimize the buying cycle and accelerate predictable revenue.

While some marketing automation and CRM solutions provide operational reporting on the status of leads and prospects, Marketo’s Revenue Cycle Analytics is designed provide intelligence into how prospects move through the revenue cycle over time.

SiriusDecisions Summit Points To ‘Second Sea Change’ With Deeper Waterfall Focus

The Demand Creation Waterfall, introduced by SiriusDecisions a little more than five years ago, has become the common framework for many leading BtoB companies as they look to evaluate and improve their pipeline performance. At last week’s sold-out SiriusDecisions 2010 Summit, the research consultancy added a new perspective on the Waterfall, aimed at helping sales and marketing improve collaboration throughout the different stages of prospect engagement.

MarketingProfs Event Emphasizes Need To Integrate Social To Drive Demand

The top three challenges identified by BtoB marketers in 2010 remain squarely focused on demand generation, according to data shared at last week’s Marketing Profs Business to Business Forum in Boston. According to the findings of the Q1 2010 B2B Marketing Budgets And Tactics Survey, conducted by Forrester Research and Marketing Profs, the challenges cited by marketers were:

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