Marketing Operations

  • How O2 transformed its marketing operations and won a B2B Marketing award

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  • 2019 Marketing Operations Maturity Benchmarking Report

    2019 Marketing Operations Maturity Benchmarking Report

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  • 10 lessons learned: How Progress improved its with multi-touch attribution (post 2 of 2)

    10 lessons learned: How Progress improved its with multi-touch attribution (post 2 of 2)

    By Chuck Leddy As you may have read in our first of two blog posts about Progress’s journey from single-touch to multi-touch attribution, the result of the change was a large improvement in the...

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  • How Progress improved marketing performance with multi-touch attribution (post 1 of 2)

    How Progress improved marketing performance with multi-touch attribution (post 1 of 2)

    By Chuck Leddy Multi-touch attribution enables marketers to connect (attribute) touchpoints and marketing activities to revenues. Having this MTA capability not only informs better marketing...

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  • Aligning the B2B Revenue Engine: 10 Top Takeaways from 2019 SiriusDecisions Summit Europe

    Aligning the B2B Revenue Engine: 10 Top Takeaways from 2019 SiriusDecisions Summit Europe

    By Chuck Leddy SiriusDecisions is an organization that researches and shares the latest trends in marketing. On October 10-12, 2019, SiriusDecisions Summit Europe was held in London, where thought...

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  • Martech Management – What MOPs can do to drive efficiency and ROI: Post 6 (of 6) in our MOPs Maturity Benchmarking Series

    Martech Management – What MOPs can do to drive efficiency and ROI: Post 6 (of 6) in our MOPs Maturity Benchmarking Series

    By Chuck Leddy See post 5 in our MOPs Maturity Benchmarking series: How MOPs maturity can make or break Account-Based Marketing: Post 5 (of 6). Martech is the top budget allocation item for...

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  • How MOPs maturity can make or break Account-Based Marketing: Post 5 (of 6) in our MOPs Maturity Benchmarking Series

    How MOPs maturity can make or break Account-Based Marketing: Post 5 (of 6) in our MOPs Maturity Benchmarking Series

    By Chuck Leddy See post 4 in our MOPs Maturity Benchmarking series: Improving processes for data and lead management: Post 4 (of 6). Account-based marketing focuses marketing resources (people,...

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  • Improving processes for data and lead management: Post 4 (of 6) in our MOPs Maturity Benchmarking Series

    Improving processes for data and lead management: Post 4 (of 6) in our MOPs Maturity Benchmarking Series

    By Chuck Leddy See post 3 in our MOPs Maturity Benchmarking series: Building effective teams in Marketing Operations: Post 3 (of 6). This latest post in our Marketing Operations Maturity series...

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  • 7 key findings from our Marketing Operations Maturity Benchmarking Report

    7 key findings from our Marketing Operations Maturity Benchmarking Report

    By Chuck Leddy On Wednesday, August 7, Sojourn Solutions and Econsultancy organized a live webinar entitled, “2019 Benchmark Research: Optimizing the Climb Towards Marketing Operations Maturity,”...

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  • Building effective teams in Marketing Operations: Post 3 (of 6) in our MOPs Maturity Benchmarking Series

    Building effective teams in Marketing Operations: Post 3 (of 6) in our MOPs Maturity Benchmarking Series

    By Chuck Leddy See post 2 in our MOPs Maturity Benchmarking series: Why alignment matters for Marketing Operations (and how to get there): Post 2 (of 6) If the role of the MOPs team is to ensure...

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  • Why alignment matters for Marketing Operations (and how to get there): Post 2 (of 6) in our MOPs Maturity Benchmarking Series

    Why alignment matters for Marketing Operations (and how to get there): Post 2 (of 6) in our MOPs Maturity Benchmarking Series

    By Chuck Leddy See post 1 in our MOPs Maturity Benchmarking series: The evolving, foundational role of Marketing Operations: Post 1 (of 6) Everyone in marketing operations understands, at least...

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  • The evolving, foundational role of Marketing Operations: Post 1 (of 6) in our MOPs Maturity Benchmarking Series

    The evolving, foundational role of Marketing Operations: Post 1 (of 6) in our MOPs Maturity Benchmarking Series

    By Chuck Leddy Nothing is more important for marketing operations (MOPs) than effectively keeping pace with today’s landscape of continuous, even accelerating, change. The big drivers of that...

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  • How O2 transformed its marketing operations and won a B2B Marketing award (part 2)

    How O2 transformed its marketing operations and won a B2B Marketing award (part 2)

    The O2 story: Lessons learned and amazing outcomes By Chuck Leddy In our first post, we described how O2 Business defined WHY it needed to change, WHAT it needed to change, and developed a...

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  • How O2 transformed its marketing operations and won a B2B Marketing award (part 1)

    How O2 transformed its marketing operations and won a B2B Marketing award (part 1)

    The O2 story: Identifying opportunities and developing a strategy By Chuck Leddy A leading mobile network operator, O2 competes in both B2B and B2C markets. The UK-based communications and IT...

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  • Peak Performance Marketer Series: Progress’ Carmen Gardiner on Marketing Operations

    Peak Performance Marketer Series: Progress’ Carmen Gardiner on Marketing Operations

    By Chuck Leddy Our new Peak Performance Marketer Series features B2B marketing practitioners who are at the top of their game. They’re driving themselves, their teams, and their businesses beyond...

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  • 5 steps to marketing operations maturity: Going beyond “just” martech

    5 steps to marketing operations maturity: Going beyond “just” martech

    By Chuck Leddy Unless you’ve been living under a rock for the last few years, you’ve probably heard about the growing importance of marketing technology. But martech, by itself, doesn’t solve the...

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  • How Naylor scaled sales team adoption of its new automated email renewal solution

    How Naylor scaled sales team adoption of its new automated email renewal solution

    By Chuck Leddy How does an enterprise organization go about scaling adoption of its new Eloqua-driven automated email renewal solution with its sales team? In this post, we explore how Naylor’s...

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  • Marketing Attribution: What it is and why it’s essential for B2B marketing

    Marketing Attribution: What it is and why it’s essential for B2B marketing

    By Chuck Leddy In this first of three posts on marketing attribution for B2B marketing, we’ll explain what the term means and why it’s so essential. In post two, we’ll explore where marketers are...

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  • GDPR: Will you be on the front foot or flat-footed in monitoring risks and opportunities?

    GDPR: Will you be on the front foot or flat-footed in monitoring risks and opportunities?

      By Chuck Leddy This is the fourth post in our GDPR series for B2B marketers – see post 1 “What it means for B2B marketers,” post 2 “Are B2B marketers ready?,” and post 3 “A real opportunity for...

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  • GDPR: A real opportunity for B2B marketers

    GDPR: A real opportunity for B2B marketers

    By Kristin Connell This is the third post in our GDPR series for B2B marketers – see post 1 “What it means for B2B marketers” and post 2 “Are B2B marketers ready?” to get caught up.  In less than...

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