Demanding Views

By Stephen Diorio, Founder, Profitable Channels

B2B leaders are constantly searching for ways to improve sales productivity and battle rising selling costs. What most don’t realize is that the quality and effectiveness of their sales content are critical to addressing these issues. If you’re selling costs are rising faster than your sales, the effectiveness and utilization of your selling content could be a big part of the problem.

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.

By Dan Ziman, CMO, LeanData

Marketers are once again in the hot seat — this time to show how they can align with sales on a target account selling approach. Just how well are your sales and marketing organizations aligned at the account level?

Marketing automation has brought out an entirely new level of sophistication in terms of scaling demand generation efforts for B2B organizations, but it seems to be coming full circle. The promise of marketing automation has been to get the right message, to the right person, at the right time. While it has gotten us a lot closer to that reality, it still falls short. Because at the end of the day, there are simply too many variables, and in our attempt to be relevant to everyone we end up relevant to no one.