While sales and marketing are ultimately marching toward the same goal—driving leads and closing more deals—there has long been a disconnect between these two functions. Sales teams often follow up with leads based on little insight into how that prospect became a lead, or what specific area of interest the prospect has.
Chief marketing officers are under considerable pressure to systematize demand generation, justify spending, and provide leadership in innovation in a rapidly changing and complex world. These pressures increase tensions among functional peers and cascade to subordinates who must do more with less staff. Meanwhile, a lack of perceived results are likely to shorten a CMO's…
When Samuel Coleridge wrote "water, water, everywhere, but not a drop to drink" about the ancient mariner's thirst on the open sea, he also captured the irony many marketers today face about their marketing intelligence. Marketers are also surrounded by an ocean—one of data pouring in from all directions, both disparate channels and enterprise-wide. And…
In Part 1 of this article https://chiefmarketer.com/direct/non-print/data-listtalk-0415bnv9/index.html I made the point that IT departments almost always think they can—and should—be responsible for the marketing database.
I have been a direct and database marketing consultant since 1984. In all that time, one consistent verity is that most internal information technology departments think they can – and should – be responsible for the marketing database. In many instances, the IT department has no idea what it is talking about.
There's no single foolproof approach or strategy for using mobile platforms. And there's no strict format for the sites and apps one can create. There is, however, a quickly-evolving list of best practices, not to mention, a few guidelines for deciding which property-type makes the most sense
IPacesetters, a call center operator, has acquired ARGI. ARGI offers audience development, lead generation and marketing technology.
This week's question: What's the Outlook for Cooperative Databases?
How many incidents within the list industry does it take to make a trend? Three months ago, Clare Hart, Infogroup’s new CEO, revealed plans to rebalance the company away from providing list information and more toward services. Late last month, Infogroup announced Ed Mallin, who was instrumental in Infogroup’s list management firm acquisition activities, was…
MeritDirect has formed the Strategic Services Group. The new operation includes Strategic Consulting, Merit Digital, b2bbase and Insert Media.
