Insights

From in-depth research to thought-provoking articles, explore insights that help you accelerate
results and rethink what’s possible.

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Go-to-Market Strategy

3 steps to using data to idle defection risk and improve retention

Your success relies on how you manage your leaky retention bucket. Download the framework on using data to idle defection risk and improve customer retention with eight go-dos.

Article

Marketing Analytics & Data

4 signs of stagnant marketing analytics

Stagnant marketing analytics teams exhibit poor scalability, rigidity, low ownership, and a stuck culture. Learn how to spot these signs and drive transformation.

Resource

Go-to-Market Strategy

Prioritizing and penetrating new growth pathways

Creating highly systematic and repeatable growth pathways to new revenue is difficult. Download our framework for a three-step approach to successfully paving new growth pathways and get a checklist of five to-dos.

Resource

Go-to-Market Strategy

Mapping buyer journeys for optimal engagement and go-to-market performance

CMOs and CROs face an increasingly complex environment to engage new buyers across a surplus of digital channels and shorter attention spans. Download the step-by-step framework to mapping buyer journeys and a case study showing how we put our methodology into practice.

Resource

Go-to-Market Strategy

Designing a best of breed partner program

We know a well-designed partner program can set the stage for success. Download the framework for a comprehensive look at all components and three “quick start” areas for partner success.

Resource

Go-to-Market Strategy

Cross-selling at scale

With the cost of customer acquisition generally estimated to run 3X to 25X that of cross-selling, the economics of cross-selling is compelling. Download the simplified framework and get four imperatives to cross-selling at scale.

Resource

Go-to-Market Strategy

Blending art and science to optimize sales enablement content

The cornerstone of sales enablement is empowering sales resources with the right message in the right format for the right buying scenario. Download the framework for 11 go-dos to lay a foundation for a data-enabled content factory.

Resource

Marketing Analytics & Data

Multi-touch attribution and measuring your marketing halo

ROI-tunnel vision has led companies to focus their efforts on channels that are more easily measured, while channels with harder-to-measure success dwindle. Download the framework for all the details on running a multichannel marketing halo analysis and get our checklist of 9 to-do’s..

Resource

Go-to-Market Strategy

Activating a persona-based messaging architecture

CMOs and product marketers face an increasingly high hurdle to engage personally with their prospective buyers. Download the framework for a 10-step checklist to creating actionable personas for incremental revenue growth.

Resource

Go-to-Market Strategy

An ethnographic approach to drive customer loyalty

We’ve identified a six-step approach to improve the customer experience, ultimately helping you drive customer loyalty. Download the framework to learn about our approach to improving CX and get our checklist of nine to-dos to ensure research success.

Resource

Go-to-Market Strategy

Choosing, building, and enabling routes-to-market for high performance

Companies that focus on go-to-market and match their routes-to-market with well-designed and operated channels generate more value. Download the framework to get a seven-step approach to designing a channel-centric strategy, and checklist for the 6 critical go-dos when embarking on a channel redesign.

Resource

Marketing Analytics & Data

Optimizing B2B return on marketing investment

There are three key inputs to optimize B2B return on marketing investment as well as critical dos and don’ts. Download the framework for detail into these inputs and get six critical dos and don’ts to optimize your B2B marketing mix.