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Tag: Performance

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