Monthly Archives: August 2012

I love discovering fresh ideas that can help B2B marketers can align more tightly with Sales. Our guest blogger of the month, Lisa Magnuson, describes the power of “Win Themes.” Her clients have experienced success with this model.

Keep reading, and be sure to download the Win Themes tool.

Overfilling their inboxes, operating in a vacuum, or pushing potential clients "off a diving board" all make the list. What else should?

When I was 9 years old, I had a crush on our swim coach. He was tall, blond, tan, and wore Foster Grant aviator glasses. I was secretly smitten. I entrusted him with my life as I braved the deep end of the pool and learned crucial safety techniques.

One morning, Coach Tall Blond Guy coaxed us to jump from the high diving board. I climbed the steps precariously as my knees shook. As I stood on the edge of the board for what seemed hours, I froze. That's when Coach TBG made a fatal mistake.

He pushed me off the board.

From that moment on, I could not trust him. It took me just a split second to lose trust in Tall Blond Guy.

Last month, the Fornaise Marketing Group surveyed 1,200 CEOs from small and large businesses.The results were sobering for CMOs.

Their interviews revealed that 74 per cent of the executives surveyed believe that marketers misuse the real definition of "performance," "return on investment," and "results."

In spite of the reported success of Revenue Performance Management solutions and longer CMO tenures (at least according to Spencer Stuart's recent study, which says that CMO tenure now averages 42 months), C-suite satisfaction with the marketing organization is not growing at the same rate.

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