Insights

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

Type

Industries

Featured

Resource

Go-to-Market Strategy

A CRO’s guide to transforming the channel for XaaS success

CROs are faced with a burning question, “How do I transform and future-proof my partner channels to drive efficient revenue growth in the subscription economy?” We highlight 2023 challenges/priorities (and beyond) and present a clear path forward for CROs to transform their partner channels for XaaS success.

Whitepaper

Marketing Analytics & Data

A roadmap for modern marketing analytics

These pages outline the scope of Marketing Analytics jobs-to-be-done and detail the functional building blocks that teams need to better diagnose issues, predict outcomes, and progress on marketing goals.

Whitepaper

Go-to-Market Strategy

Top 10 XaaS marketing trends for 2023

Download the whitepaper for a 15-page summary of the top XaaS marketing trends that are increasingly defining success for tech marketing leaders.

Resource

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.