Clik here to view.
Why MQL (Marketing Qualified Lead) By Itself is Not a Useful Metric
I have come across many marketing organizations that use the metric of “Marketing Qualified Lead” or MQL as the goal that drives B2B marketing demand generation. Theoretically, if marketing supplies...
View ArticleClik here to view.
My New Book: Digital CMO’s Guide to Marketing Measurement
Over the past year, nights and weekends I have been working on a book encapsulating my learnings at Vkernel implementing a high velocity, B2B marketing team. Most of my career experience up to that...
View ArticleClik here to view.
Cape Cod Fishing Reports and Lead Quality Reports
I like to fish the waters off Cape Cod in the Summer for Striped Bass. If you read the fishing reports, theoretically, they should give you the required the information to catch the fish. This weekend,...
View ArticleClik here to view.
Let the Sales Team Set Your Scoring – Beyond Basic Lead Scoring
At my most recent talk at MarketingNation, I asked the audience how many people used lead scoring. Nearly the entire audience raised their hand. Then I asked how many people allowed sales to set the...
View Article
