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Yearly Archives: 2011

Three Ways to Update Your Funnel for the New B2B Buyer

B2B Buyer behavior is undergoing an extraordinary sea change triggered by Internet technology. Tech marketing and sales teams haven’t caught up. They still rely on a 112-year-old sales funnel model. IDC introduces a new Customer Creation Framework better suited for the way customers really buy. The Internet tsunami has radically …

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Symptoms of a Sick Sales Funnel

Can you believe that the sales funnel is 112 years old? Hmmm. Seems like a lot has happened since then. No wonder the ole’ funnel is showing signs of wear. IDC research shows that the time it takes for tech companies to create a B2B customer has increased by 15% …

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Building the Big Tech Brand: Dell and Xerox

The last two years have been hard times for tech marketers: there has been major pressure to transform execution, coupled with a significant reduction in the rate of budget growth. This is truly the “We are being asked to do more, with less” situation that marketers casually complain about. But …

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CMO’s report universal lack of preparedness for key challenges

IBM released the findings of their Global CMO study yesterday and one of the primary conclusions is that CMOs feel unprepared to address key challenges. The most surprising thing is how consistent the feeling is across regions and vertical industries. CMOs generally face the same issues and report very similar …

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Spark by Marketo

Marketo announced a new sub-brand called Spark targeted at the SMB market. It’s a testament to how successfully Marketo has transitioned from SMB to the enterprise space that it has to go back and offer a new brand for what used to be its primary market. The demand for marketing …

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Key Findings From IDC’s 2011 Tech Marketing Benchmarks Study

Between May 15th and July 31st, 2011, IDC’s CMO Advisory Group fielded its 9th annual Tech Marketing Benchmarks Study. More than 100 tech companies representing about $850B in revenue responded, making this the CMO Advisory Group’s most successful benchmarking study to date. The average revenue for companies in this data …

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The Four Stages of Data Driven Marketing

Who is your customer? It is a deceptively complex question that a surprising number of B2B companies cannot answer. The difficulty stems from several causes: Inconsistent definitions for customer attributes (account name, industry, segment, organizational hierarchy, contact name/email, etc.) Fragmentation of the data across multiple databases and applications Departmental perspectives …

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Making the Most of Channel Marketing

A recent IDC study of large IT companies found that, on average, channel revenue was $3.7 billion. The average internal channel marketing staff of 53 managed nearly 22,000 partners, equating to $12 million of revenue per internal staff but only half a million dollar per partner. Most shocking from the …

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Market Intelligence on the Move Transformation continues to sweep its way through the marketing function and no “department” within the function is exempt from change. For this month’s CMO Advisor newsletter, we are now focused on the market intelligence area. Compared to its peer departments, Market Intelligence (MI) enjoys relative …

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