News & Opinions
The latest news and insights from Hanley Wood’s outspoken experts and key thought-leaders throughout the residential and commercial design and construction industry.
John Kearney / Sales Benchmark Index / October 3, 2013
Planning for 2014 requires a fresh look at the metrics that will determine success. As noted by my colleague Vince Koehler, Marketing has adopted new capabilities. These capabilities force Marketing to transition to new metrics for determining effectiveness. Similarly, sales reps and managers require a new set of capabilities. Sales Operations must transform its reporting to track these key capabilities.
These are either in addition to, or in place of, your standard metrics tracked. They are all leading indicators that can help you forecast success in 2014. In this post weRead More
Vince Koehler / Sales Benchmark Index / October 1, 2013
The Holy Grail of 2014 Planning: Marketing Contribution as a % of Total Revenue.
2013 is the last year executives accepted activity-level results from marketing. CEO’s don’t accept activity reports from Sales leaders without revenue results. Expectations of marketing accountability have increased to the level expected of sales performance.
It’s easy to get caught up in reporting activity and miss the big picture. There is so much interesting click data available. Executive marketing leaders need to push the debris aside. Focus on the core business drivers thatRead More
Brian Hansford, Heinz Marketing / the funnelholic / September 16, 2013
What is dirty data and why should we care about it?
Bad data is like bad fuel for a car. Fuel that has lots of sediment combined with sugar in the gas tank will pretty much destroy the machine.
Dirty data is outdated, non-normalized, poorly entered and maintained, full of spam traps and misspelled names, lacking lead sources, and loaded wrong phone numbers and incomplete records. Dirty data can render any database ineffective. But for marketing organizations, dirty will cripple any demand generation and customer marketing using a Marketing Automation Platform. And once dirty dataRead More
George Stenitzer, VP-corporate and marketing communications, Tellabs / BtoB / September 16, 2013
In the first seven seconds, your customer makes the first critical decision. Whether to keep listening, enter into a conversation with you, or end it right now.
For marketers, seven seconds mark the first moment of truth. It’s the size of our smallest attention window. You only have 7 seconds to get attention and answer customers’ key question, “What’s in it for me?”
Not by accident, seven seconds is the length of the average sound bite in news media. On TV or radio, seven seconds is how long your spokesperson will probably get to make a point. Are your media spokespersons
Derek Klobucher, SAP / Forbes / September 11, 2013
Nothing happens in a vacuum, so this is no surprise. Business-to-business (B2B) buyers shop online in their free time, taking advantage of quick and easy ways to research and purchase via the Web.
These corporate shoppers now expect the same convenience from their workday purchases. But business-to-consumer (B2C) Web sites exist to guide customers all the way to the sale, while B2B sites merely aim to generate leads, according to content marketer Alex Charalambous.
“Many B2B companies don’t know where to begin or how to capitalize on the power their Web site could have with an online marketingRead More