Marketing Automation Feed

Marketing Gains Power in the C-Suite

Why Marketing is in the Most Powerful Position in 100 Years

This program addresses the question of who owns the pipeline, sales or marketing and in doing so it becomes apparent that marketing not only owns it but is in the most powerful position in their company in nearly a century.

The sales pipeline, aka the sales funnel, is the long-standing measurement of the past, present, and future for a company. In the not too distant past marketing dumped demand into the beginning (top) of the pipeline and sales took responsibility for the rest of the process.

For years marketing has chipped away, usually unintentionally, at various steps of the sales pipeline to aid the salespeople. Most of this is made possible by marketing automation and telemarketing being managed by marketing. After reading some of the more recent research from Velocify of late and comments by people I respect, I think that the sales pipeline ownership has finally shifted from sales to marketing. Marketing in more sophisticated companies probably manages more than 50% of the pipeline steps now and to me, that means ownership has shifted.

Jim Obermayer is the host with the commentary this week.

_________________________________________________

SLMA Radio is the longest running weekly Radio/Podcast program with 502 episodes and 108,000 listeners on the Funnel Radio Channel. 

 

Hemingway said, "Never mistake motion for action”   

Just generating a bunch of inquiries and leads from different sources…I consider that to be ‘motion.’ ‘Action’ occurs when you have a system in place to ensure 100% follow-up of the results over an extended time (an average sales cycle).   Action (follow-up) in successful companies today is most often initiated by a marketing automation system, which doesn’t wait for the sales person to do his or her job.   If that is what marketing is waiting for you are mistaken in thinking salespeople care. 

Continue reading "Hemingway said, "Never mistake motion for action”   " »


When a New CMO Meets the Sales Manager, Sparks Fly

IStock_000008113130Small“What can I do for you today?” Cyndi asked the new CMO as he settled into the chair facing her.

“It isn’t what you can do for me,” Tom said. “It’s what can I do for you.  While I’ve only been on the job for a few weeks, maybe there is something Marketing needs to do for you,” he said with a bemused smile.

Continue reading "When a New CMO Meets the Sales Manager, Sparks Fly" »


White Paper Review: Marketo's Marketing Metrics Guide - Must Reading

DG2MM coverWhy It’s Important:

“Reporting on revenue created by marketing by source is the only truth that counts.  Marketing now controls the majority of the pipeline and with it comes revenue responsibility.”

James Obermayer

Tweet This

 

Continue reading "White Paper Review: Marketo's Marketing Metrics Guide - Must Reading " »


“The Salesperson Didn’t Do It” is Just a Marketing Excuse

IStock-688200654Everyone (usually marketers) complains about the failure of salespeople to follow-up leads, but marketers are just as much to blame. The excuse that “the salesperson didn’t do it” is no longer valid.   A research report from Velocify proves it.[i]

Of course, this was a valid excuse prior to marketing automation’s debut, but since then, the hemming and hawing by marketers that ‘prospect follow-up is a salesperson’s job and not our job,’ is belatedly being debunked.

Continue reading "“The Salesperson Didn’t Do It” is Just a Marketing Excuse" »


How Marketing Automation Follows a Long Sales Cycle - Fred Yee ActiveConversion

This is a verbatim transcription of an interview with Fred Yee, CEO of ActiveConversion. You may use quotes from this interview, but please edit Fred Yee or  James Obermayer if required due to the conversational nature of the program.

250-SLMARADIO-20160621-fredyeeLong Sales Cycles are difficult enough for salespeople to keep top of mind, much less gearing up a marketing automation program to do it for you. Too many marketers are so short of content that the longer the sales cycle the more likely that the content and communications may be lacking in specificity for each prospects need.  During this live program, Fred Yee, CEO and founder of ActiveConversion discusses how to use the “smarts” in marketing automation to your advantage for long sales cycles. 

Paul:                      It’s time again for the SLMA Radio Hour brought to you on behalf of our 8000+ members of the SLMA; Sales Lead Management Association. If it has to do with sales lead management or sales lead marketing, it probably starts here with the SLMA Radio Hour.

                                Our host today is Jim Obermayer, executive director and founder of the SLMA and your producer is yours truly Paul Roberts coming to you live from our studios here in kind of sunny Southern California.

                                SLMA Radio is a syndicated show and our archives have over 362 episodes now with an audience reach of close to 90,000 listeners.

Continue reading "How Marketing Automation Follows a Long Sales Cycle - Fred Yee ActiveConversion" »


Machine Learning is a Requirement for Marketing Automation - Michelle Huff from Act-On Software

Listen to Michelle Huff while you work!

In this interview with Michelle Huff CMO of ACT-On we learn how ACT-On is using ML to drive decisions that help their users sell more.  The host is Jim Obermayer.

Machine learning” for some is only a buzz word that may or may not have substance behind it.  Defined as a field of computer science, machine learning gives computers that use algorithms the ability to learn from and to make decisions without programming based on data. (Wikipedia)  

About our Guest Michelle Huff

Michelle is Act-On’s Chief Marketing Officer, and oversees the company’s brand, demand, and customer expansion marketing efforts. Michelle comes to Act-On with 17+ years’ experience helping market leading companies, including Salesforce and Oracle, connect customers with technology solutions to grow their business. Most recently, Michelle was GM of Salesforce’s Data.com division after having served as the VP of Marketing for the group. 

About Act-On:

Act-On Software is a marketing automation company delivering innovation that empowers marketers to do the best work of their careers. Act-On is the only integrated workspace that powers the customer experience from end-to-end, from brand awareness and demand generation, to retention and loyalty. With Act-On, marketers can drive better business outcomes and see higher customer lifetime value. Act-On is squarely focused on the success of its customers and offers consultant-level quality with everyday customer support. Act-On has been recognized for its superior product and rapid business growth by Deloitte, Forbes, and Inc. Magazine. For more information, visit Act-On Software.

Converse with us on Twitter, circle us on Google+, and get to know our company on LinkedIn and Facebook. For marketing best practices and tips, read our Marketing Action blog. Use #ActOnSW to join the social conversation.

You may also like: 

 Sponsor for this show:

GoldMine CRM

Goldmine CRM
Get more from the cloud with GoldMine workspaces. Flexible sign up options for BYOL hosting or subscription with monthly or annual terms. Designed for customers with Windows server-based applications but looking to off-load their on-premises server equipment.

Marketing Automation Quick Wins in 30 Days - Justin Gray CEO LeadMD

Transcript: Interview with Justin Gray of LeadMD.    This is a literal transcript, authentic and unedited.  Or listen here while you work. 

 Jim:                               Welcome to SLMA radio. I am Jim Obermayer the host for Sales Lead Management Radio coming to you on behalf of the 8400 worldwide members of the SLMA. SLMA Radio is a syndicated show and our archives have 357 shows and 400+ executive interviews. Our producer is Paul Roberts and we’re coming to you live from our studio in Costa Mesa California.   SLMA radio is part of the SLMA Live network (now Funnel Media Group) which produces radio programs for business network listeners. You may subscribe to our shows through iTunes and Stitcher radio. We’ve got a special guest today and a special title.

6a0147e05adc32970b01bb097cdaea970d-320wi
                                Justin Gray is the CEO and marketing chief evangelist of Lead MD. They are a sponsor of the SLMA and the subject this week is marketing automation, quick wins in 30 days. 

                                Marketing automation has a lot of promise, no doubt about it, it’s a growing but how do you turn promise into definable wins? Justin is going to tackle that today.

                                Mr. Gray has been involved; he’s a strong voice for demand generation, value-based marketing and conversational best practices. He’s a recognized speaker, he’s published over 250 articles in industry publications and meanwhile his marketing blog, The Marketing Evangelist is one of the top marketing blogs.

Continue reading "Marketing Automation Quick Wins in 30 Days - Justin Gray CEO LeadMD" »


Cartoon for the Weekend: Make Sure Your Marketing Automation Touches Are Applicable

You have permission from the Sales Lead Management Association and the Cartoonist, Stu Heinecke to copy and distribute this cartoon as is with attribution!

Stu-some-sort-of-client-touch

It isn't always easy for marketing to give prospects (and customers*)  appropriate content.   It's far too easy to snatch "something," jam it into the automated system and not think-out the needs of the end users.  It isn't enough to have your name on something and think that the touch is delivering something of value.   Garbage-in, Garbage-out;  deliver value every time.

 

Continue reading "Cartoon for the Weekend: Make Sure Your Marketing Automation Touches Are Applicable " »