Measurement and Analytics is critical to closed loop marketing for both campaign attribution and campaign optimization.

AMA Boston: Actionable Marketing Metrics Recap

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AMA actionable marketing metrics banner

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):

Revenue Systems: Your Platform for Sustainable Revenue Performance

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Revenue Systems

Revenue SystemsWe define Revenue Systems as the foundation for sustainable revenue execution. Revenue Systems include brand, people, process, and technology that enable marketing and sales. These core capabilities help attract, capture, deepen and expand relationships. Assuming the right strategies are in place, your revenue system provides the platform you need to execute marketing and sales programs and achieve marketing and sales performance metrics.

Some B2B organizations still view marketing and sales as distinct organizations with different skills, and requiring different technologies and processes. While there are distinctions in the role of marketing and sales, today’s buyer lifecycle experience is fluid and must drive the marketing and sales process.  Leading businesses recognize that in order to attract and engage these self-directed buyers, marketing and sales teams need integrated branding, technologies and processes.  With a Revenue Systems approach, leaders can architect an integrated platform and manage continuous and non-linear buyer journeys.

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B2B vs B2C: 7 Attributes of Effective B2B Marketing and Sales

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Typically B2B sales are complex and considered. Evaluation and decision making follows multiple stages of learning and evaluation. B2B sales cycles are longer and purchases typically have higher dollar volumes and higher risk. B2B is often characterized by team selling to committee buying. Decisions involve various stakeholders and influencers including economic buyers, solution users, procurement specialists, domain experts, etc. B2B buyers self sell. Sales teams are no longer the single source of product information and benefits. Education has shifted to the web where buyers search products and ‘self-sell’. The buying and selling process is fundamentally different in B2B and marketing and sales must work well together around the customer buying process.

SharpSpring Review

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If you’re looking for a marketing automation platform that offers many of the same functionality as the more expensive options, give this SharpSpring review a look!  Sharpspring works primarily with agency partners (like Revenue Architects) and is well suited for mid-sized businesses and high end professional sales teams. As an agency, we work with Sharpspring along with other platforms including Eloqua, Hubspot, Pardot and Marketo. We find SharpSpring is an excellent fit for businesses that value inbound marketing. email marketing  and integrated CRM. Depending on the solution architecture in your organization, including the existing infrastructure of CRM and Office, SharpSpring may be a fit.

This post highlights features found in marketing automation platforms as well as a few lesser-known features found in SharpSpring.  Let’s begin with the most common functions of a marketing automation platform:

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