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Marketing Operations

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11 hours 11 minutes ago

Anum Hussain and 1 other person answered this question

How is your organization improving its marketing scalability?

Constantly growing.
I'm on the marketing team at HubSpot and we are constantly changing and growing. We never let ourselves get into a "routine." Every day, week, or month could be different--different focus, different campaign, different goal. We set a long-term goal and work on ... more

Marketing

Marketing Operations

Marketing Scalability

Oct. 20, 2011

Simon Johnstone asked a question

How does a CMO balance tactical, reactive activities vs important longer term strategic ones?

Oct. 5, 2011

Jim Verzuh and 3 other people answered this question at this roundtable

How to Set Up an Effective Marketing Organization [7/11 @ 1 pm]

What does a marketing operations department do?

Great comment. Do you have a recommendation for a system or set of tools that would allow one to set up and track the metrics that you mentioned? more

Sept. 16, 2011

John Bernardi answered this question

How does a leading indicator differ from a lagging indicator?

Having a good handle on leading indicators for your category can help with forecasting the direction and intensity of changes in demand. This will help you to be proactive in your programs and campaigns, resource allocation and incentive programs.
A lagging indicator enables you to prove ... more

Marketing

Marketing Analytics

Marketing Measurement

Marketing Metrics

5 more topics

Aug. 22, 2011

Joseph Zuccaro and 7 other people answered this question at this roundtable

How to Set Up an Effective Marketing Organization [7/11 @ 1 pm]

Should organizations eliminate the corporate communications function?

I like what David and Larissa had to say.
Basically, Corporate communications is part of the Marketing "Four P's" ( and I hate it when some muttonhead tries to add or subtract a P or create a new set of letters - they'll never up-end McCarthy's ... more

Aug. 22, 2011

Carlos Hidalgo asked a question

What department oversaw the selection & deployment of your marketing automation solution

Aug. 16, 2011

Lauren Harper asked a question

What is your business case for creating a marketing operations department?

Aug. 3, 2011

Fred Bullock and 1 other person answered this question

Does your B2B marketing org have a well-defined marketing operations role? What does (s)he do?

Marketing operations is a complementary function to marketing strategy and marketing programs development. Three years ago I created a marketing operations function at HP.
Initially the function was focused on analytics i.e. measuring the historical effectiveness and efficiency of demand generation programs.
The next phase ... more

July 15, 2011

Peter Johnston and 8 other people answered this question at this roundtable

How to Set Up an Effective Marketing Organization [7/11 @ 1 pm]

How many people should a marketing organization allocate to support a marketing automation system?

This is a trick question. There should be no such thing as a "Marketing Organization".
Prospecting is a joint project between marketing and sales. Indeed, since there is a short term revenue producing objective, rather than a long term positioning or branding one, you could argue ... more

July 13, 2011

Christine Crandell and 1 other person answered this question at this roundtable

How to Set Up an Effective Marketing Organization [7/11 @ 1 pm]

How involved should the VP of Sales be when creating strategies for the marketing department?

Absolutely. That being said, it takes the right kind of a VP of sales to be a good partner. And not all are the right kind. At the same time, it takes the right kind of a CMO who is sufficiently secure and open minded ... more

July 13, 2011

Peter Johnston and 1 other person answered this question at this roundtable

How to Set Up an Effective Marketing Organization [7/11 @ 1 pm]

Should marketing have IT/technology headcount in their organization?

I can remember back to the days when you needed IT to do just about any office task. When sending a bulk email was a big event. I was involved in a major customised CRM project - but I pitied the poor customer when they ... more

Information Technology

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Lead Nurturing 202: The Next Generation May 31 @ 11 am PT
Marketing Thought Leaders: A Conversation with Jamie Mallinger June 1 @ 11 am PT
The Tricks to Paid Media June 6 @ 11 am PT
Display Advertising for Brand Awareness June 20 @ 11 am PT

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Gary Katz

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Points: 8

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Points: -12

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