Ian Michiels

Follow the Yellow Brick Road to Revenue Performance Management

Most of us are familiar with the Wizard of Oz. Dorthy and her little dog Toto are swept away from Kansas in a cyclone and find themselves in the Land of Oz where she must follow a yellow brick road to the Emerald...

The Five W’s of Social Media Engagement

Social media is transforming the digital experience into a human experience. Buyers have more influence than ever before. They are informed by online, offline, mobile, and of course each other on social media websites. Naturally, many organizations are still trying to...

The Five W’s of Social Media Engagement

Social media is transforming the digital experience into a human experience. Buyers have more influence than ever before. They are informed by online, offline, mobile, and of course each other on social media websites. Naturally, many organizations are still trying to...

3 Critical to Success Recommendations for CMOs

The role of a CMO has never been more challenging. In the quest to rise above the noise and capture mindshare (and share of wallet), it's easy to overlook some critical to success business strategies. Gleanster research suggests CMOs could do a better...

Is P2P marketing the new B2B / B2C marketing?

P2P? No, it's not a new hardware term or a new Sony game system.  P2P, or person-to-person, marketing is the result of an evolution in the way we communicate and interact with prospects, customers, friends, family… the world.   Marketers have grown accustomed to classifying...

Teradata acquiring Aprimo for $525M. IBM Still a Threat

What Happened: Teradata signed a definitive agreement to acquire Aprimo for approximately $525 million including the assumption of approximately $25 million of cash at closing. Analysis: Aprimo has been toying with an IPO for years, but market conditions held this at bay. With $60M...

Learn Nurture Marketing

Nurture marketing is a technique for building multistage campaigns that interact with customers across multiple touch points. Nurture campaigns progressively move prospects through a process, via content, that maps to the prospects unique buying cycle.  Leads mature from awareness to a sales ready stage...

3 Reasons CRM Providers Should Acquire and Integrate Lead Management in 2011

Reason #1:  It's already happening.  In May 2010, Oracle acquired Market2Lead with plans to integrate the technology into Oracle CRM. Thoughts:   If Oracle integrates these capabilities, their CRM will have a distinct advantage over Salesforce.com and SAP- both will have to follow suit.  More...

No Golden KPI for Social Media Measurement

In a recent blog post on Brass Tack Thinking, "The Discipline of Social Media Measurement", Amber Naslund discusses the difference between social media marketing investments and traditional media spend. She raises some great points. Companies frequently cite an inability to measure social...

The 3 Most Powerful Ways to Influence Marketing Effectiveness

As analysts, we talk a lot about "improving marketing effectiveness". But at times the concept of "marketing effectiveness" can seem quite arbitrary and qualitative. At its core, marketing effectiveness is about increasing revenue. Even if the goal of a marketing campaign is to...

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