This is the last blog in our 3-blog series on aligning sales and marketing, with the previous blog having started getting into the issues around executive and sales and marketing buy-in into the shift to ABM, as well as how to drive needed cultural changes into the organization. I often say that pipeline analytics is […]
This is the last blog in our 4-blog series on Scientific Forecasting. In the previous blogs we discussed three major topics, i.e. cultural hurdles to forecasting, in-quarter corrective actions, and forecast types by forecasting time horizons. Once mastered, addressing these three areas will result in higher forecasting predictability. What looks easy, is however not so […]
This is blog no. 3 in our 4-blog series, with the last blog having started getting into the issues needing to be addressed when implementing Scientific Forecasting. In this blog we’ll get into the different types of forecasts and some suggestions on when and how to use each type. Different types of revenue forecasts: […]
This is blog no. 2 in our 4-blog series about Scientific Forecasting. In the last blog we talked about why managing expenses to the penny while winging the revenue forecasts doesn’t make financial sense and can cause wasted resources in excessive re-budgeting. In this second blog we’ll shift gears and start talking about how to […]
In part 1 of this blog we talked about the need for marketing to justify the detailed ROI and spend efficiency and effectiveness of its activities, and the lengthy investments required to stand up an ABM-based demand generation engine. In this part 2 of the blog, we’ll add the one competing alternative that ABM should […]
A few weeks ago, I was invited to a networking dinner for Silicon Valley technology CMOS; we had come to listen to a well-known expert on ABM (aka “Account-Based Marketing”) to speak on digital marketing, a hot topic these days. In fact, I was fortunate enough to sit next to him during dinner and have […]
You probably never heard of “Growth Architecting,” and so you may be reading this thinking, here we go, yet another concept or acronym, and probably don’t know if you should care. We do think you should care, and let us explain why: Growth Architecting is shorthand for the integrated set of planning and monitoring techniques […]