IBM starts the CMO + CIO Dialog

IBM’s new CEO Ginni Rometty is targetting the CMO role in her first major client event. On June 6-7, Over 300 important IBM customers were invited to thie “CMO + CIO Leadership Exchange”. They attended in executive pairings – the company CMO plus CIO – to explore their business relationships …

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8 Essential KPI’s for the Intersection of Marketing and Sales

Conversations between sales and marketing improve when marketing generates data on the state of joint processes such as lead management.  But companies who are serious about orchestrating sales and marketing in a modern go-to-marketing model need more than these execution-level metrics. At the intersection of sales and marketing, senior executives …

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B2B Marketing Going Mobile

IDC calls Mobility one of the Four Forces transforming the information technology industry. How big a force is mobility in tech marketing? Marketers at the forefront say that incorporating mobile channels into the mix is not an “if”, but a “when”. Rampant Mobility AdoptionIDC projects that smart phone shipments will …

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The Personalization Paradox: To get more personal, B2B marketers need to think in terms of accounts

Personalization is fast becoming a de facto customer expectation. In the old days of B2B marketing (i.e. today) people go to your web home page, scan for links, click around and hopefully find their way to the most relevant information. That model is quickly being replaced by the social-mobile model …

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