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Marketing, Defined

Marketing is knowing what to build and for whom by understanding your buyers and creating great content they want to consume, branding your content as the expert — and frankly the rest is easy.

Pragmatic Marketing: The Strategic Role of Product Management

Which Type Of Marketer Are You?

Technology businesses use two definitions of marketing:

1) the market experts and business leaders for the products

— or —

2) the t-shirt and coffee mug department

Pragmatic Marketing: The Strategic Role of Product Management

The Marketing Cost Center

The Global CMO study conducted by IBM showed key CMO measurements for the future included marketing ROI, customer experience, conversion rate/ new customers, overall sales, marketing-influenced sales, revenue per customer, and finally social media metrics. Five of these seven metrics have to do with revenue. The days of the CMO running a pure cost center are over.

Debbie Qaqish, Rise of the Revenue Marketer

On Activity-Based Metrics

The days of being happy with reporting a lot of activity-based metrics are over. While you will continue to track and improve activity-based measures such as open and click-through rates, your key measures of success are now in revenue and financial terms. This is what is required to move from a cost center to a revenue center.

Debbie Qaqish, Rise of the Revenue Marketer

The Changing Role Of The CMO

A recent report from Gartner tells us that marketing automation will be the fastest growing category in CRM over the next four years and that by 2017, chief marketing officers (CMOs) will have a bigger IT budget than chief information officers (CIOs). This should be a real wake-up call for any B2B marketing group that has delayed jumping into the marketing automation and social marketing fray. The message is clear: if you want to remain competitive, you’ll need to master these technologies.