Adobe Experience Cloud Blog

APRIL 5, 2010

Iphone Apps for B2B Marketing. Recently on LinkedIn the American Marketing Association posted a question about how Apple’s new iPad can be useful for B2B marketers. There were a lot of negative comments, saying there will be no use or impact. I disagree. . I think the iPad will have a big impact on B2B marketing. In some ways I think it will be similar to the impact of a Smartphone, but in other ways it will be much better.

CRM 130

CRM Marketers Marketing Analytics 130

Adobe Experience Cloud Blog

APRIL 26, 2010

At executive staff and board meetings, the number one topic of discussion is never the upcoming marketing program or the new brand strategy – it’s almost always the sales forecast. Everyone wants to know if the company will make the target for this quarter and what next quarter is going to look like. Invariably, this discussion is led by the Chief Sales Officer (CSO), with little or no input from the Chief Marketing Officer (CMO) or marketing team.

CMO 87

CMO Marketers Marketing Analytics 87

Adobe Experience Cloud Blog

APRIL 28, 2010

As I wrote yesterday, in cases where the CSO lacks “bottom-up” visibility into future periods , highly accountable CMOs can fill the void with marketing forecasts. These are not “traditional” marketing forecasts, which take the form of a top-down market size analysis. Those kinds of “forecast” can be useful for strategic planning, but do not have the sufficient granular, actionable data required to be an equal counterpart to the sales forecast.

CMO 82

CMO Marketers Marketing Traditional Marketing 82

Adobe Experience Cloud Blog

APRIL 21, 2010

Salesforce today announced a definitive agreement to buy Jigsaw, a provider of business information and data services that uniquely leverages crowd-sourcing to build and maintain its database. (Note: Jigsaw is also a Marketo customer and partner.). I have long thought that delivering “data services in the cloud” has the potential to deliver major benefits to B2B marketing and sales professionals, and this acquisition should accelerate this vision.

CRM 64

CRM Marketers Marketing Product 64

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Adobe Experience Cloud Blog

APRIL 27, 2010

CSO Insights reports in their 2010 Sales Performance Optimization survey that 51.4% of companies say their ability to accurately forecast revenue needs improvement, and only 5.1% say their ability exceeds expectations. Why are sales forecasts so inaccurate? Common reasons include lack of clear processes and methodologies, over-reliance on error-prone spreadsheets, and limited incentives for accuracy.

CMO 63

CMO Law Education Marketing 63