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Denis Pombriant
Big Data for Marketing
02/13/13 8:34 AM PT | CRM Buyer | 838 Words

... marketing funnel is not exactly a new idea. Neither are sales or customer service, though all have morphed considerably from what they were more than a decade ago when CRM began. Sales and service evolved organically, making incremental changes as markets transformed...

Kristin Hambelton
Conversational Marketing: The Next Phase of Customer Engagement
03/25/11 5:00 AM PT | CRM Buyer | 985 Words

Enterprise marketing technology helped many marketers make the initial shift from basic single- and multi-channel approaches, to adopting cross-channel marketing strategies. Once a relatively nascent market, cross-channel marketing used to be discussed in terms of consistency and coordination, as well as the value...

Christopher J. Bucholtz
The Rhyme and Reason of Sales and Marketing Tech Adoption
02/18/15 11:02 AM PT | CRM Buyer | 1052 Words

And marketing tossing leads over the wall!
Even marketing's in on it too -- they're lead scoring and poring through data for you!
They have their own software for scooping up leads
And campaigning campaigns to meet your lead needs!
But none...

Christopher J. Bucholtz
Sales and Marketing Aren't Aligned - but Their Problems Are
12/08/14 1:15 PM PT | CRM Buyer | 1081 Words

... numbers prove it: Sales and marketing just aren't playing well together in most organizations. A not-so-small industry has sprung up to attack the issue of sales/marketing alignment, but the problem is so deeply entrenched that it may never be fully eradicated. That's...

Denis Pombriant
Marketing Automation Report Card
01/29/14 3:14 PM PT | CRM Buyer | 843 Words

... two years of fairly hectic activity in the marketing automation space, it might be useful to ask where all the commotion has gotten us. Once a captive of finance, which was concerned with reeling in marketing's costs and rationalizing expenses with known...

Denis Pombriant
What's Driving Marketing's Renaissance?
04/08/13 5:00 AM PT | CRM Buyer | 686 Words

While we've all been fixated on social media , many companies -- both vendors and end customers -- have been acting more broadly by acquiring and extending marketing solutions. At the recent Microsoft Convergence 2013 held in New Orleans in March, the company...

Denis Pombriant
Marketing's New Golden Age
09/05/12 5:00 AM PT | CRM Buyer | 820 Words

... is the golden age of marketing. I was tempted to write the second golden age since history sometimes seems to repeat but I am more of the Mark Twain school of history and he believed that history did not repeat itself...

Denis Pombriant
The Marketing Renaissance
04/20/11 5:00 AM PT | CRM Buyer | 848 Words

With that shift it becomes more important than ever to market well, and at a macro level that spells the rising importance of marketing automation . This might seem redundant, but it is not.

The Tone of the Times
When...

Denis Pombriant
Marketing and IT: Two Ships Passing
03/30/11 5:00 AM PT | CRM Buyer | 862 Words

Tactics
What I find somewhat ironic and interesting is that where IT is becoming more strategic and creative, departments like marketing are becoming more tactical and quantitative (which can drive strategy!). In interviews with Phil Fernandez (CEO of Marketo ), Bruce...

Christopher J. Bucholtz
Why Is Sales-Marketing Alignment Getting Worse?
02/01/16 11:09 AM PT | CRM Buyer | 888 Words

... almost a quarter century removed from the coining of the phrase "sales and marketing alignment," a concept that dates back another 30 years. Businesses have been wrestling with the idea of coordinating two teams of people with different skill sets, ideas, personalities...

Christopher J. Bucholtz
The Terrifying Numbers Behind a Whopping Marketing Failure
11/17/14 4:47 PM PT | CRM Buyer | 846 Words

The numbers are particularly chilling around failure to implement lead scoring, a method that takes advantage of marketing automation and uses data and customer behavior to prioritize leads. The numbers show just how effective lead scoring is.

On average, organizations that...

Christopher J. Bucholtz
Shooting for Sales? Give Marketing the Right Weapons
10/10/14 5:14 PM PT | CRM Buyer | 1065 Words

In reality, it's becoming a productivity game: How can we make the sales people in our businesses as productive as possible? The key is to make marketing people as productive as possible, too -- which they're becoming, thanks to the advent of better...

Denis Pombriant
Marketing Automation's Next Gig
04/24/14 5:25 PM PT | CRM Buyer | 629 Words

... you aren't sold on marketing automation yet, there's another reason to consider it before you end up down two touchdowns with three minutes to play. We usually think of marketing in its traditional role of new customer outreach, which is good but...

Denis Pombriant
The New Marketing
10/31/12 5:00 AM PT | CRM Buyer | 762 Words

... spent a day last week in Boston attending a conference called the " Inbound Marketing Summit " organized by my friend and former analyst Allen Bonde. Inbound marketing IMHO is taking off in some important dimensions. Inbound marketing is a cool idea...

Christopher J. Bucholtz
Analytics: The Tie That Binds Sales and Marketing
09/15/14 2:27 PM PT | CRM Buyer | 657 Words

There's an alternate name for those propeller-heads today -- they're called "the marketing department."

While it's healthy to have an ego about your capabilities as a sales person, it's not healthy to view advances in technology as an affront to your skills.

Kristen Gramigna
The Minimalist Guide to Inbound Marketing
03/31/14 11:54 AM PT | CRM Buyer | 718 Words

... marketing is an essential part of an online brand promotion strategy . It lets you target your audience directly and draw them in. Inbound marketing is the process of getting customers to come to your store before you try to sell them...

Christopher J. Bucholtz
4 Ways to Waste Great Marketing Opportunities
02/28/14 3:53 PM PT | CRM Buyer | 988 Words

The good news: It exposed a void in the mix that marketing automation rushed to fill. Marketing automation in tandem with CRM gives businesses the tools they need to build relationships. As any couples counselor will tell you, the key to successful relationships...

Denis Pombriant
Social Marketing: Right Idea for the Times
10/24/12 5:00 AM PT | CRM Buyer | 1249 Words

... might be tempted to consider social marketing just another idea in an endless stream of things dreamed up by the software industry -- and pundits like me -- to generate more business. Well, you'd be right about some of that, but I'd...

Christopher J. Bucholtz
5 Ways Data Denial Hurts Marketing and Sales
10/06/14 1:26 PM PT | CRM Buyer | 1167 Words

... as other parts of business have reoriented around data, sales and marketing have been allowed to function as though they're black arts, with their practitioners going about their trades mysteriously, doing things for reasons only they know. Sometimes the result is a...

Denis Pombriant
It Was a Very Good Marketing, Partners and Platform Year
12/11/13 5:00 AM PT | CRM Buyer | 1005 Words

From my spot, it looks like marketing took a big step toward greater relevance in 2013, the importance of being a partner in an ecosystem increased -- as did the significance of software platforms -- and reports of CRM's demise were greatly exaggerated.

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Why is Facebook taking so much more heat about data privacy than Google?
Google actually manages personal data more responsibly.
It's Facebook's turn now -- Google is next.
Google's data collection and sharing activities are less obvious.
Facebook is a scapegoat for the entire tech industry.
Google is more powerful than Facebook.