Objectives & KPIs

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September 17, 2020

The End of Marketing Attribution and the Beginning of True Buyer Insight

Marketing has been down a long and perilous path aimed at understanding behavioral customer journeys, all in the name of becoming ‘data driven’. The road hasn’t been easy, laden with…

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December 4, 2019

Checklist: How to Create a Storytelling Culture

A Storytelling Checklist Stories sell. Stories also unite. In consumer marketing we see compelling stories all the time. From Apple’s iconic Super Bowl ad to Peloton’s unfortunate Christmas commercial, B2C…

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November 14, 2019

How to Conduct a Go-To-Market Strategy Workshop

Setting the right Go-To-Market (GTM) strategy for your business is not an easy task. In fact, quite the contrary. The process for identifying and implementing the best GTM strategy for…

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October 29, 2019

How Does Sales and Marketing Alignment Impact Sales Enablement?

Misperceptions of Sales Enablement When I speak with marketing and sales leaders about sales enablement, I start with a simple question: “How do you define sales enablement?” The most common…

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September 24, 2019

What is Revenue Operations? Lessons Learned from the Allocadia Team

Revenue Operations seems to be the hot, new title, experiencing incredible growth. Take it from Dana’s chart*. So, I sat down with the team from Allocadia to learn why they…

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July 31, 2019

Change Management Doesn’t Have to be Painful | Five Principles to Employ

The Times, They Are A-Changin’ The evolution is coming. When MarTech began, they promised results – tangible outcomes marketers could depend on. But the results haven’t come as advertised. Software platforms require more…

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