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Marketing Analytics & Data

Evaluating lead generation campaigns for long-term success

To combat performance decline and strategy drift, marketing must start evaluating lead generation campaign performance every few years. Download the framework for four core steps you must take.

Article

Brand-to-Demand Marketing, Marketing Analytics & Data

4 lead generation mistakes CMOs (and their teams) make

We’ve identified four common lead generation mistakes that CMOs and their teams make that hinder lead gen performance. Is your team suffering from these problems?

Resource

Go-to-Market Strategy

4 best practices for activating digital selling

By 2040, 95% of all B2B purchases will take place through digital channels. In this framework, we define what digital selling is and what it is not while providing four steps to best-in-class digital transformation.

Resource

Go-to-Market Strategy

10 steps for building foolproof customer segmentations

The right customer segmentation can help marketers and business leaders streamline their processes, drive better responses, and higher-quality customers. But “What does a successful segmentation look like?” Here are 10 steps to segmentation that are adopted and actionable.

Article

Go-to-Market Strategy

Health insurance leaders: How to assess your underperforming markets

There are nine imperatives for health insurance leaders that, when jointly implemented, are the building blocks for market success. Assess your markets with our complimentary download to achieve your market-level goals.

Article

Go-to-Market Strategy, Marketing Analytics & Data

The problem with multiple customer segmentations

It can be tempting to create the perfect segmentation; however, multiple customer segmentations are almost always a mistake. Download our checklist "10 Step Checklist for Creating Actionable Segmentations and Personas" for additional insights.

Resource

Go-to-Market Strategy

Enabling strategic agility through sales compensation

Increasingly, sales compensation — often considered largely an operational initiative—must become a key element of go-to-market strategy. Download the framework for a detailed look at three go-dos to ensure your compensation program supports collaborative, strategic imperatives.

Article

Go-to-Market Strategy

3 “must-have” foundational marketing assets for success

While there are several foundational marketing assets businesses should develop, we share three that every business MUST have.

Resource

Go-to-Market Strategy

Activating an account-based marketing and sales revenue approach

Account-Based Marketing programs haven’t lived up to the promise and hype. Download the framework for five go-dos to drive revenue performance.

Resource

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.

Go-to-Market Glossary

With over 25 years of experience helping Fortune 1000 clients solve the toughest B2C and B2B marketing and sales challenges, we know Go-to-Market®. We created the definitive glossary of go-to-market terms to help your organization get on the same page, whether you work in revenue operations, marketing, sales, product, or customer success. Driving actual growth requires alignment across the organization—and being clear on terms is the first step.

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Evaluating lead generation campaigns for long-term success

4 lead generation mistakes CMOs (and their teams) make

4 best practices for activating digital selling

10 steps for building foolproof customer segmentations

Health insurance leaders: How to assess your underperforming markets

The problem with multiple customer segmentations

Enabling strategic agility through sales compensation

3 “must-have” foundational marketing assets for success

Activating an account-based marketing and sales revenue approach

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

4 signs of stagnant marketing analytics

Prioritizing and penetrating new growth pathways

Go-to-Market Glossary

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