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Tag: Marketing

Your organisation’s journey to marketing maturity: The meaning and path to success

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Introduction As most people will agree, marketing plays a pivotal role in an organisation’s growth and success.  As the marketing landscape continually evolves, achieving marketing maturity has become a primary objective for businesses seeking to thrive in the digital age.  In this blog, we will explore what marketing maturity means and outline the steps in … Continued

Beyond Alignment: Qualification across the Funnel

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There’s been a lot of talk in recent years about the relevance of MQLs to B2B marketing, particularly in the context of ABM. Forrester would have you believe that leads are a dead-end concept, holding back B2B marketers from delivering the real value of accelerating opportunity progression through the funnel. Most marketers I speak to … Continued

The Relativity Behind Measuring Marketing Performance 

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Data is everywhere in marketing. A successful marketing program requires finding the right audience, which is then measured with the right data. Everyone understands that good reporting requires good data. Yet, few people understand what good data actually looks like and where it can be found. Every technology platform has its own analytics features. Every … Continued

How to Align Martech to Measurement 

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Many marketers view marketing operations through the operational responsibilities that give the discipline its name. However, marketing ops has many roles within the business. The day-to-day tasks of budgeting, campaign execution and lead flow management are crucial, but they frequently take precedence over the broader role that MOPs can play in the modern enterprise. By … Continued