Predictive analytics may be able to improve performance for Tech B2B but it isn’t new. There’s evidence of predictive analytics used during World War II to improve anti-aircraft artillery – 75 years ago. What is NEW is the idea that Marketing can improve the performance of demand creation by gaining […]
Pam Casale
The Perfect CMO Cocktail – Shaken Not Stirred
In this episode of From The Road, I share four characteristics of a successful CMO. A frequent question I hear from a CEO is what to look for when hiring a CMO. Sometimes the CEO is considering whether to promote the current VP of Marketing to CMO and invest in […]
Money and Marketing – Marketing Headcount – Part 2
The right construct for the marketing organization starts with the Marketing Plan. Here’s a quick look at the Marketing Plan. In the plan, marketing is laying out the programs that will be required to deliver the revenue target for the company. Finance provides guidance on the company’s operating plan, which […]
Pivot to Government – Market for Growth
Is your company begging for a government ‘go to market’ strategy? If the answer is yes, this week’s From the Road episode is for you! My guest is Lou Anne Brossman, CEO of Virtual Marketing Inc. and founder of a learning platform dedicated to Government Marketing – Government Marketing University. […]
Money and Marketing – Part 1 – The Program Budget
This is a guide and is based on leading analyst guidance. Multiply the company quota for NEW license revenue by 4-6% to find the Marketing Programs Budget (MPB). License revenue can be revenue from annual subscriptions (as-a-service models) or actual license revenue – whatever revenue you recognize in your fiscal […]
Product Positioning: Different or Better
You don’t want to leave your salespeople hanging! Accurate positioning is the foundation for effective marketing and successful selling. Join me and listen to this exclusive interview with Greg Coticchia – author, professor and extraordinary marketer as he explains the importance of product positioning. Understanding how your product is different […]
Go To Market
I love this declaration! It is that pivotal moment when a company takes their offer, their solution to the buyer. It is the time when aspirations meet reality. Good marketers understand ‘go to market’ and all the strategy that precedes it and the tactics that follow it. Like these giraffes, you […]