Advance Your Know-How with Thought Leadership White Papers
VisionEdge Marketing provides free learning guides to support and supplement your knowledge on the topics of Marketing Data, Analytics, Measurement, Processes, and Performance Management. Use these in-depth White Papers to improve your marketing effectiveness, prove the value of your marketing, and enhance your performance management capabilities.
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- The leadership team's expectations and pressure on Marketing continues to rise. More and more the C-Suite wants to know how your Marketing is impacting the business. Numerous studies, both ours and those from other organizations, suggest that Best-in-Class marketers are significantly better in their ability to align marketing with business outcomes and clearly convey their impact and contribution to the organization. Addressing marketing alignment and accountability requires Marketing to clarify the strategic intent of all the investments it makes, and to measure and communicate the degree to which Marketing delivers on its commitments. This paper details the methodologies and steps for achieving proper alignment, and accountability, and for using data, analytics and reporting to improve strategic decisions, performance, and marketing measurement.
- Marketing suffers from a crisis of credibility. Typically, executives outside the marketing department perceive that marketing exists solely to support sales, or that it's an arts and crafts function. Either way, marketing often does not command the respect it deserves. What can marketers do so they are seen as part of a machine that drives revenue and profits? How can marketers take more control over the revenue process, build the respect of their organizational peers, and earn a seat at the revenue table? This guide will help you do just that. We will help you answer key questions like: What are the most important marketing metrics for me to use? How can I measure my various marketing programs’ impact on revenue and profit? How can I best communicate marketing results with my executive team and board? Which personnel, procedural, and cultural changes need to occur within my organization so I can implement marketing measurement? And many more. NOTE: Only registered users may download white papers. To login or register for an account, please click the login link at the top of the page.
- Marketing organizations demonstrate value, make an impact, wisely use company resources, and know as much as possible about their customers by measuring the impact of the three things marketers do: find, keep and grow the value of customers. When “finding” new customers, marketers often use language based on pipeline stages built from the selling as opposed to the buying process to configure the pipeline and measure their customer acquisition effectiveness. Today’s customer-driven environment outdates this traditional approach and dictates more focus on customer behavior. This white paper recommends six essential C’s marketers must understand to properly engineer a customer-centric buying pipeline and outlines how to use it to better accelerate revenue and align marketing and sales.
- Please log-in at the top right before trying to download this chapter. Thank you. After several years of significant reductions, marketing budgets are expected to begin to see some recovery. However, there is a catch, marketers must demonstrate even more accountability for their dollars. This chapter is part of the DigitalOne Marketing ebook.† The chapter defines accountability, explore marketing measurement, and also offers five tangible steps any organization use to improve its marketing accountability.
- This paper explores what it takes for marketers to implement a fact-based decision making process that will support strategic direction, course adjustments, and performance management. This process typically entails four phases: measurement, analysis, insights, and action. Whether you are sitting in the driver’s seat or being driven, sales and marketing teams are expected to build their data and analytics muscle. Use this paper to learn how to master the process.
- Marketing is under pressure to deliver results and drive business outcomes. But how are they doing? Research shows that measuring marketing’s performance is an area of major frustration for the C-Suite a significant challenge for most marketers. In fact, according to the ITSMA/Forrester/VisionEdge Marketing (VEM) study just completed, most marketers are dissatisfied with their MPM capabilities. In April 2013, ITSMA, Forrester and VisionEdge Marketing conducted a Marketing Performance Management Survey with over 400 marketers to assess marketing’s performance with regards to how they use data, metrics, and analytics. With more than a decade of industry “talk” on the topic of marketing accountability, this research shows that only a few exceptional marketers have cracked the code. Download the 2013 MPM Survey Executive Summary to learn more about how marketing can use data to not just prove the value of marketing metrics, but to improve its relevance to the business.
- The economy has affected all aspects of businesses, especially marketing. In-person meeting opportunities have began to drop in customer attendance because of costs, however, the emergence of new channels has provided marketers with new, cost-effective ways to stay in touch with one another such as virtual events. Making the Business Case for Virtual Events examines the increasing value of virtual events, how important they can be, and the opportunities you can receive with virtual events. NOTE: Only registered users may download white papers. To login or register for an account, please click the login link at the top of the page.
- Many folks don’t have any understanding of what goes into successful marketing or recognize all the gears that need to be turning in unison to get the desired marketing results for their organization. These include the proper use of data and analytics related to workflow processes and systems, alignment, planning, measurement, and reporting. These are the components, or the gears, of Marketing Operations. Marketing operations is a key driver for ensuring marketing operates as a Center of Excellence. This paper discusses the role of Marketing Operations and explores how this function can transform Marketing into a center of excellence.
- The phrase Marketing Technology is being increasingly discussed in today’s business environment, but there are a number of people who may not know exactly what that phrase means. If you want to optimize the performance of your Marketing Department and become more efficient and successful, your Marketers must learn how to properly utilize the marketing technology tools. This White Paper, will examine the four broad categories that these tools fall under, why they are necessary, and the process for implementing them in your Marketing Department.
- A Marketing organization is expected to demonstrate value, make an impact and wisely use company resources. To do that, you need to be able to measure the impact of the three things marketers do: find, keep and grow the value of customers. While many marketers use a variety of lead-related metrics such as cost per lead, lead volume and lead quality—to measure their effectiveness, in this white paper we propose a new paradigm. Instead of employing a traditional “sales funnel” model that uses lead-centric metrics, we instead advocate that B2B marketers use an opportunity pipeline model based on the customer buying process. This paradigm shift helps Marketing better align to Sales as well as to the rest of the business, and enables measurement of the effectiveness, value and efficiency of the Marketing organization.
- CustomerThink research finds that digital and social channels are the fastest growing methods of customer interaction. About two out of three consumers start their research with a search engine, with social networks a growing source of influence during the buying process. Advanced mobile technologies will only accelerate the digital trend and further empower customers. Today’s successful marketer must learn how to engage with customers and create value for stakeholders in a complex digital world. To help you grapple with this challenge, thought leaders from the Founders Council of our DigitalMarketingOne community, including a section from VisionEdge Marketing (page 43), on Five Steps to Improve Your Marketing Accountability", have written a series of articles on channels, techniques, optimization and more, to help you design a coherent multi-channel digital marketing strategy. NOTE: Only registered users may download white papers. To login or register for an account, please click the login link at the top of the page.
- Research shows that measuring marketing’s performance is an area of major frustration for the C-Suite a significant challenge for most marketers. In fact, according to the ITSMA and VEM just completed study, most marketers are dissatisfied with their MPM capabilities. Download this complimentary Abbreviated Summary to learn more about how marketing can use data to not just prove the value of marketing metrics, but to improve its impact on the business.
- A Center of Excellence is defined as a team or entity that provides leadership, fosters best practices, facilitates research, and enhances the skills needed for a focused area. In many companies, Marketing Leadership Councils (MLC) play an essential role in transforming the marketing organization into a Center of Excellence. This White Paper is designed to assist CMOs and other key members of the leadership team establish and leverage an MLC as a vehicle to ramp marketing effectiveness and transformation.
- The increased need to bring science—data, analytics, systems and processes—to the art of marketing has catalyzed the formation of a new discipline: Marketing Operations. This function integrates processes, technology and metrics to help run the Marketing organization as a fully-accountable business. Despite its increasing popularity, many organizations don’t know what Marketing Operations is. This paper discusses the role of Marketing Operations and explores how this function can be instrumental in transforming Marketing into a performance-driven organization.
- Marketing professionals in every industry, in organizations both small and large, are facing increased pressure from their leadership in the C-Suite (CEO, CFO, etc) to demonstrate their value, impact and financial contribution. To address this increased demand for accountability, marketing organizations everywhere are adding to and improving their measurement and analytical capabilities, systems, processes, tools and data to transform into a performance-driven organization. Whether you are beginning your marketing performance measurement and management (MPM) journey or well on your way, this white paper identifies and explores best practices that will assist the Marketing Professional who wants to measure and communicate the effectiveness and efficiency of their marketing function, programs and investments.