Lead Management Report: IDC Finds Leaders are Smart, Agile, Automated, and Aligned

IDC CMO Advisory Service’s latest best practice report, Realizing the Vision of 21st Century Lead Management, presents a newer, smarter way to conduct lead management that is better adapted to the reality of how customers buy today.  Combining proven management science methods with best practices from leading technology companies, the …

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Data-Driven Marketing: A Survey of Marketing Automation Maturity in Global High-Tech Companies

Marketing has become technology, process, and data driven. On average, marketing operations teams at the large high-tech companies in this survey manage over a dozen major systems in an ecosystem that is rapidly evolving. The purpose of this survey was to assess the technology load on marketing organizations in terms …

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Lead Distribution Scoring – a key differentiator for B2B marketers

Lead scoring is a well established technique for marketers to translate digital responses into levels of qualification for next stage outreach. For companies with no direct sales or sales cycles of 30 days or less lead scoring methodologies can be rapidly optimized around purchase behavior. For long cycle B2B sales …

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Most Important Lead Management Practice: Align on Standards

Of all the lead management best practices a company can invest in, the one that stands out as most important is defining standards.  Recently, IDC interviewed technology marketing executives to learn what’s working and what’s not in 21st Century lead management. When asked for a description of their greatest success, …

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Six Key Table Stakes for B2B Sales and Marketing Alignment

The IDC CMO and Sales advisory services held their most recent client leadership meeting in Santa Clara on June 5th. One of the key topics of the day was sales enablement. The ensuing dialog between the sales and marketing execs in the room was as impassioned as it was ineffective. …

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CMO Turnover at Nokia, and in General…

Nokia’s CMO Jerri DeVard is out of a job today, hitting the screen at 18 months. (See: http://tiny.cc/crz3fw). We have seen this many, many times in this role. Why is CMO job tenure often so short? CMO’s come in three basic flavors. There is the Mar-Comm CMO, who has skills …

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IBM starts the CMO + CIO Dialog

IBM’s new CEO Ginni Rometty is targetting the CMO role in her first major client event. On June 6-7, Over 300 important IBM customers were invited to thie “CMO + CIO Leadership Exchange”. They attended in executive pairings – the company CMO plus CIO – to explore their business relationships …

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