Marketing Governance

How do you know if your marketing efforts are hitting target or are completely beside the point? Eloqua takes a look at the black box of marketing, and shows how technology can help to make the process between marketing and client visible and analyze the valuable data solutions such as Google Analytics can provide. Demand generation may never reach the well-oiled machine status of an efficient manufacturing plant — but by leveraging the right technologies and expertise, it can come remarkably close.

Today’s business-to-business companies face serious challenges. Marketing channels are becoming increasingly saturated, suspects and prospects are more difficult to reach, and the competition for the attention of buyers, influencers and even users has never been greater. Read More

While Sales is usually regarded as the department that provides revenue for the company, Marketing should not be underestimated when it comes to generating revenue. But to get the credit for adding value to the company, the Marketing department must argue their case to get the necessary investments.  Before demonstrating that contribution, they need to overcome their barriers to success. MarketingSherpa asked 1,700 B2B marketers what their top barriers to overcoming their challenges are. Lack of time, manpower and budget are the top reasons, but there are many others.  Read More