In the movie that inspired the name of this podcast—Moneyball—Billy Beane of the Oakland Athletics did not just observe the existing metrics of the day, such as RBI and Home Runs. Instead, he determined the metric that really mattered to the team—times on base—and used this as the A’s key

Many marketing professionals would say it’s not possible or desirable to meet a quota. But a quota can improve alignment between Sales and Marketing. It can drive Marketing to stay involved throughout the sales cycle. And can help measure marketing effectiveness. Sales and Marketing departments often treat each other with

If you are the head of a marketing organization, you always have more tasks than time. Business is moving at a dizzying pace and urgent needs easily outstrip resources. So how do you take the most important marketing objectives of the company, prioritize them, organize a team and make sure

Do you think this attracts customers or turns them away? #BADMarketing

Everyone is talking about sales-marketing alignment, but why is it really that important? If alignment is missing, marketing is wasting their efforts to generate leads for sales: [Tweet "79% of #marketing leads never convert to #sales due to lack of nurturing"] If a lead is passed to salespeople, 73% of

  The best marketers are those who can quickly build a three-dimensional picture of markets and buyers. They're proactive marketers who can quickly zero in on who, where, when, why, how and under what circumstances customers buy – the buying context – and act on it. We often call that

Big Data. Data Analytics. Predictive Data. MetaData. There’s no denying the buzzword status of data at the moment. Yet, the impressive volume and velocity of data marketers have access to is only as useful as what you do with it. What you do with it, in turn, is quite often

When it looks like you spent 15 minutes putting together an ad... #BADMarketing Image: Courtesy of Adfreak/Adweek

Buyer personas are the first step to any effective content strategy. Personas are what will help you determine how to tailor content to your buyers. Customer data should be gathered from your own business intelligence as well as web analytics. Important metrics include: bounce rates, organic traffic, page traffic, leads

Did you know that 42% of B2B marketers publish new content multiple times per week? For some of you, that means new content daily. Many marketers "have fallen into this cycle of churning out as much content as possible, but is this really the right approach?" A couple reasons for