There is a bit of a tug-o-war going on in terms of where the MO function should sit in large …
Is Your Marketing Operations Team Leading the Customer Journey?
Mapping and operationalizing the customer journey are critical activities for today’s B2B marketer. As more companies turn away from product-centric …
How to Stop Your MO Group from Regressing
Two kinds of MO groups exist today – those who are innovating and growing and those who are regressing. Since …
Rise of the Revenue Analyst in Marketing Operations
Sometimes I feel like Colombo. For the Gen Xers, Millennials and Gen Zs reading this article, Columbo was a frumpy, …
The Role of the Datanista on the Customer Journey: How to Harness Psychic Prowess for Competitive Advantage
I once heard an honest marketer say he would rather stand in a cold shower tearing up $100 bills than …
The Wrong Way to Buy MarTech
I remember the very first time I met with a director of a marketing operations (MO) group. It was in …
Core Organizational Ingredients of the Ever-Expanding Marketing Operations Function
While I am not an organizational change expert, I do have a front row view into how companies organize various …
W.I.I.M – Uniting Women In Influencer Marketing
Founders Jessy & Morgan Team Up To Boost Advocacy Among Women In The Influencer Industry Last week, we sat down …
The Data & Measurement Behind Successful Influencer Marketing
‘Analytics and measurement’ are typically treated as a blanket statement in Influencer Marketing. Most marketers hear analytics and measurement and …
How Marketing Ops Runs Marketing Like a Business
Two basic principles of running an effective business include efficiency (doing things right) and effectiveness (doing the right things). This …
How Marketing Operations Affects Marketing Accountability
Describing the role of marketing today is complex. Just think about it. What do you call yourself? What do you …
The Influencer Economy is Booming
We hear from Venture Capital investors, Jessica Nilsson and Wendy Xiao Schadeck of Northzone Investments, on why they are betting big on Influencers. Northzone has …
The Right Time for the Millennial Marketer
A few years ago I was invited to speak to a global B2B marketing team on the topic of Revenue …
How Much Does Micro-Influencer Marketing Cost?
When brands first talk to us about influencer marketing, the first few questions that come up: “How much will this …
Influencer Marketing & Your Customer Journey
Getting Influencer Marketing Right Involves a Deep Understanding of the Different Influencers, Channels and Strategy to Employ for Each Phase …
Customer Spotlight: Rinck Advertising
For this Customer Spotlight we were joined by Laura Davis, President, and Katie Greenlaw, Director of PR at Rinck Advertising. …
What To Expect From Your Influencer Marketing Technology
The key to any successful influencer marketing campaign is a great influencer marketing technology. When considering working with an influencer …
Influencer Marketing 2.0: Key Trends in 2017
With the continual drumbeat of attention on Influencer Marketing, from influencers garnering mainstream attention on CBS’s 60 Minutes and continuing …