B2B Marketing Blog

Why Annual Planning In B2B Marketing Is Seriously Flawed, And How To Fix It

A revenue plan is a set of revenue targets with an accompanying plan to reach them. High quality data, forecasting techniques, and large Excel spreadsheets are the typical tools marketing leaders use to build a revenue plan. Unfortunately there is a flaw in the typical forecasting process. 

The Flaw Of Averages

One of the fundamental elements of a typical revenue plan is the conversion rate used to estimate growth. In order to decide how much to spend and where to spend it, we must rely on a single, average conversion rate for each channel. For example:

  • Paid search converts from a lead to opportunity at 8% on average.

  • And leads from organic search convert at 6% on average.

So to create a revenue plan you coordinate revenue targets, say $100,000 in MRR, and the use your conversion rate to understand how much you must invest.

But there's a pitfall in using an average conversion rate for revenue and annual planning. 

Keep reading Why Annual Planning In B2B Marketing Is Seriously Flawed, And How To Fix It

Topics: marketing performance management, revenue planning

Introducing the CMO's Guide To Marketing Performance Management

Learn then execute. Learn then execute. CMOs and marketing leaders today are increasingly trying to close the gap between learning and creating impact through revenue planning and execution.

Marketing performance management (MPM) encompasses the technologies and processes that enable marketing leaders to reduce cycle times between learning and execution. In this post we'll introduce a process to evaluate and improve your MPM. 

Keep reading Introducing the CMO's Guide To Marketing Performance Management

Topics: marketing performance management

13 Diverse Ways B2B Marketers Do Marketing Measurement [DATA]

You’d think there were only a handful of metrics that serve as the primary indicator of success for marketing teams. There are dozens of leading indicators but only a few primary indicators such as revenue and pipeline generated, right?

Not necessarily. According to Bizible’s survey of over 300 B2B marketers There were roughly 12 different metrics submitted by survey takers when asked, “What’ do you use as the primary metric to judge success?”

To better understand how marketers do marketing measurement we first review the variety of metrics reported and then dive deeper to explore why marketers choose these metrics.

Keep reading 13 Diverse Ways B2B Marketers Do Marketing Measurement [DATA]

Topics: marketing measurement, marketing performance management

Marketing Data: What It Is And How It Affects Marketing Performance

Marketing data appears to be an obvious concept. But you’d be surprised that most marketers see their marketing data as merely acceptable when it comes to helping them understand the customer and understand marketing performance.

Shouldn’t all of today’s marketers feel extremely confident in the accuracy of their marketing data?

For something as important as the source of information on the customer, where they come from, and the kinds of marketing engagements that are effective, the answer should be yes.

And yet, in the State of Pipeline Marketing 2016 we found this untrue. Most marketers are only somewhat confident in their marketing data. So we decided to explore why this may be.

Keep reading Marketing Data: What It Is And How It Affects Marketing Performance

Topics: marketing performance management, state of pipeline marketing

Guide To Marketing Performance Measurement: Scaling and Reporting Paid Media Channels [Part 3]

Welcome back to our series on marketing performance management. In this series we present a comprehensive guide for managing marketing via reporting end-to-end performance in terms of opportunities and revenue.

Keep reading Guide To Marketing Performance Measurement: Scaling and Reporting Paid Media Channels [Part 3]

Topics: marketing performance management

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