Entries by Emily Tang

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Under the Microscope: Go-to-Market Strategy and Plan

This blog post is part of a series providing an in-depth exploration of each dimension of the 12 Dimensions of Revenue Architecture.  Go-to-Market strategy is the foundation of a company’s revenue producing structure. To generate revenue, it is necessary to have defined channels to interact with customers. To achieve this, a company needs an effective Go to Market […]

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Under the Microscope: Market Strategy

This blog post is part of a series providing an in-depth exploration of each dimension of the 12 Dimensions of Revenue Architecture. A Market Strategy is a core element of a company’s revenue architecture and differentiated strategy. Revenue leaders need to define how to approach the Market Strategy based on attractiveness, competitive positioning and fit. This post dissects Market […]

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Let’s Talk About Email – Why and How to Use Email Marketing

With the rise of social media, many “traditional” online marketing tools have fallen out of the spotlight in the glamorous new world of Facebook, Instagram, and Snapchat. Marketers scramble to discuss the latest marketing campaigns which can be implemented with social media. However, email marketing is one of the marketing tools that should be discussed […]

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AMA Boston: Actionable Marketing Metrics Recap

I recently had the pleasure of attending the American Marketing Association Boston event Actionable Marketing Metrics: Tools and Methodologies on Tuesday, 24 January, 2017.

The two guest speakers, Thor Johnson, CEO of Bedrock Data, and Kristen Hambelton, CMO of ServiceChannel, gave outstanding presentations. They raised interesting points on how businesses should approach defining metrics in both marketing and sales.

Here are a few main takeaways that are particularly pertinent to B2B businesses (though, of course, they do apply to B2C companies as well):