July 08, 2019

Most B2B marketers have been asked this question at some point in their career

July 08, 2019

Optimizing the lead funnel alone is a huge missed opportunity.

 
Back in 2012, I was the CMO of a public company ( Nuance Communications) and one of my initiatives was to implement a set of...
June 21, 2019

Spend now to benefit the future

Marketing ROI is unquestionably one of the key metrics that define success for CMO's and their teams. That makes total sense given that marketing commands the...

May 06, 2019

What is happening in Marketing?

There is surprisingly little reliable material about what is really going on in marketing. Most analyst articles are based on interviews with CMO's, asking what...

April 30, 2019

Marketing Attribution suffers from subjective scoring models, low-information feature sets, and measuring data at the wrong level. There is a better way.

The attraction of Marketing Attribution

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April 16, 2019

Another amazing meetup for TheNextCMO is now in the record books! This last meeting, once again hosted in the beautiful Drift offices, featured a conversation with Jay Gaines, CMO and Research...

January 08, 2019

Marketing Budget is being wasted to the tune of billions - it doesn't have to be that way

July 18, 2018

To some, this may seem like an obvious question, but there seems to be a lot of confusion about these important marketing planning concepts.  See the illustration below for a reenactment of a...

February 26, 2018

Meeting young professionals to provide mentoring support is one of my favorite things to do. One of their most common questions for me (if they have a proclivity toward marketing) is, “how did you...