Sam Melnick
4 Mistakes B2B Marketers Should Avoid in Performance Measurement
How well are you managing your B2B marketing performance? In other words, do you know what’s working, what’s not, and where to spend your next marketing dollar with confidence? This is what Marketing Performance Management (MPM), is all about – and thi...
MarTech Everywhere, but Not Enough to Support the Business of Marketing
The air is crisp, pumpkins are showing up on your neighbor’s front porch, and its fall conference season. This year, MarTech Boston 2017 brought well over a thousand attendees to my hometown. There were keynote presentations from the industry’s biggest names and a vast array...
Death by PowerPoint: Why Most CMOs are Failing to Plan (and Planning to Fail!)
Budgeting and planning are among the most frustrating exercises marketing teams go through each year. Every organization’s planning season is different, but the objective is the same: Set up a marketing organization ...
How to Win Corporate Buy-In for Your Marketing Plan
According to a recent study by Russell Reynolds Associates, CMOs think differently than their C-suite colleagues. Senior marketing executives tend to be more “imaginative,” “unconventional” and “willing to test limits” than CFOs, CEOs, CROs and CIOs. These traits make CMOs great leaders for transformation and...
Why Only 21% Of Marketers Can Measure Revenue Contribution
The marketer’s place in today’s world can be overwhelming — there are more channels, more technologies, more data, and higher customer expectations than ever before. With greater scrutiny over marketing investments than ever before, marketers have a constant need to understand what is working,...