It takes a village. Attribution for leads is an age-old problem.  But I have a proven solution. When I became the CMO of one of my previous companies, I immediately knew I had a problem. The marketing team used last touch attribution for sales leads i.e., the lead source in the CRM system was attributed

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  In the last few weeks, I have spoken to at least three ex-colleagues who wanted some insights into the win-loss analysis work I have done in the past for clients.  They were all looking to significantly enhance the win-loss analysis program within their product marketing organizations.  Here is the summary of thoughts I shared

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  Having been the CMO of multiple startups (with successful exits), and more recently, providing consulting advice to many more over the past 15 years, I am often asked what is the best way to work with industry analysts? As a young company with next-generation technology, you are trying to be the 2.0 player in

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  I spoke to an old friend a couple of weeks ago, who is a CMO at a SaaS company.  He was in the process of updating their Go-to-Market (GTM) for their new Fiscal Year and wanted my thoughts on it. Below is an approach I proposed – not an exhaustive study but something that

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  Digital channels have become more saturated than ever before.  Customers are being bombarded with top-of-funnel marketing campaigns containing offers for analyst white papers, webinars, infographics and even solution briefs.  Problem is that the content in these offers is not written for a prospective customer that is at the top of the funnel i.e., someone

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  I have seen a lot of mediocre product marketing content at SaaS/enterprise software companies. Product marketing primarily creates content for a) enticing prospects to accelerate the consideration phase of the sales cycle, OR b) training sales organization to better articulate your value prop or understand your solutions OR c) helping account execs tell compelling

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  This is the beginning of fiscal year for many software companies. It is a good time to identify the areas where sales and marketing strategy is not aligned and address the gaps.  Without an aligned go-to-market approach, you will only get sub-optimal results.  Here are some important areas to consider: If the sales organization

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  The most important stakeholders in any software company are a) your customer base, b) your partner community, and c) your employees.  You absolutely need these three on your side if you are going to succeed as a software company. What does it mean for these stakeholders to be on your side? Let us take

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Sales-marketing alignment in any organization is critical if you want to hit your bookings targets consistently.   I talked about it in my previous posts and will continue to write about it my upcoming posts. One of the metrics of  sales-marketing alignment is what % of your SQLs are coming from your Ideal Customer Profile (ICP)?  

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Before we talk about the three alignment areas, lets ensure we agree on the general scope of marketing operations and sales operations.  Marketing Operations is the function of the marketing organization (including people, process, technology, and data) that enables Marketing to operate efficiently and to scale with quality and consistency. Marketing Operations function typically owns

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There are many articles and even books written on the topic of marketing operations and analytics.  I will share my perspective on marketing analytics from having worked with several clients, as well as having been a CMO for multiple public and private enterprise software/cloud companies.  The information I share below is equally valid for large

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