Posts by Wayne Lopez
Incorporating Next Best Action Insights Into Your Marketing Strategy
A marketer’s life is a never-ending cycle of making decisions: what to produce when to produce it, how to promote it, and who to target. And while some of those choices may seem straightforward, the reality is that they are often laden with uncertainty. The next best action architecture is here to change that. By…
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GoEngineer proves revenue impact with Marketo + Vertify
Based in Salt Lake City, UT, GoEngineer delivers software, technology, and expertise that enables companies to unlock design innovation and deliver better products faster. Their assortment of offerings includes CAD design software and 3-D printing technologies along with training and support services. GoEngineer markets their offerings primarily to the end-user, i.e., the design engineers using a variety…
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The Cost of Business Intelligence Software: Is It Worth the Investment?
What’s the actual cost of business intelligence software? According to Capterra, the average cost for BI tools is around $3,000 per year, with many other solutions ranging higher: “Within that $3,000 average, the prices range from $600 per year on the lower end, to $6,000 per year at the top. Two are on the lower…
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Marketing Metrics: Impact versus Attribution
A B2B customer’s journey, while sometimes simple, is oftentimes classified as more of a complex maze with far-reaching activities. The journey takes place over time and throughout a variety of marketing channels. Because of these factors, it can be difficult to know how to show and measure the impact of your marketing efforts, which is…
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What Is Revenue Analytics and Why Every Business Needs It
You have all the campaign data and performance assessments, but how much value does your marketing data truly give you? The fact is that those reports on their own don’t deliver precise insights on what steps you should take next. This argument justifies why we need to talk about what is revenue analytics. Revenue analytics…
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How to Easily Make a Target List of Customers to Contact With Your Own Data
Using behavioral data to accelerate time to revenue Lead lists are so 2020. With Predictive Opportunity Analytics, your sales team can have hyper targeted lists with little to no effort from sales and marketing. The Predictive Opportunity Score takes the following behaviors into account to help the sales team be more efficient based on an account…
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Why Do You Need Data Diagnostics?
Data Diagnostics: A True Story Before digging into a true data diagnostics story, let’s quickly define what it is. Based on Gartner’s Glossary, and considering the term is a synonym for diagnostics analytics: “Diagnostic analytics is a form of advanced analytics that examines data or content to answer the question, ‘Why did it happen?’ It is…
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Revenue Operations Intelligence: Drilling Down into Marketing Impact
The energy put into demand gen and campaigns doesn’t add up to a lot if you don’t have a good mix of inbound and outbound activity If you’ve been utilizing spreadsheets to understand some of your key marketing metrics, that’s a good start. However, you need to ask yourself if you’re digging deep enough to get actual…
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What is Revenue Operations?
Gartner predicts that 75% of the highest growth companies in the world will deploy a revenue operations model by 2025. With the increasing rise in innovation and the urgency in breaking down company silos, we are currently moving towards a new reality where marketing, sales, and customer success operations must work together as one. Combining online…
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Use Case – What We Did When Marketing Win Rate Was Decreasing
Sales Team We’ve historically been a partner and sales sourced company. Oddly enough we had success in 2020 shifting to more marketing sourced so that we could have a healthier ratio AND a more cost effective ratio. We started 2021 off at 50% for our Marketing Win Rate. We have a pretty strong sales team…
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