The pursuit of the perfect marketing dashboard is a noble one, if not a tad bit quixotic. It’s noble because we marketers must demonstrate the value of marketing not just to ourselves, our CEOs, and the board, but also to the world at large (who otherwise doubt our worth). It’s quixotic in that no two businesses are the same and the purchasing process for many B2B ...

Pipeline, or pipe for short, may sound banal but it is a revered concept among B2B CMOs. Although we’re not literally talking about “a line of pipes with pumps, valves and control devices for conveying liquids, gases or finely divided solids” per Merriam Webster, we can easily find the metaphorical equivalents since what’s being conveyed in B2B pipes is liquid gold – potential customers. 
 
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When we rolled into 2021, the collective sigh of relief was audible. Surely at some point this year the pandemic will be behind us and hugs will abound. Yet right now we marketers find ourselves with one foot anchored in unyielding realities while the other strides optimistically towards a promise of normalcy. What to do in this managerial purgatory? My answer: huddle. 

That’s right, huddle! Gather your ...

2020 has been a year that will live in infamy. I can’t recall a time that has changed how the world works so drastically. Practically everything I do, I do differently; eating, socializing—even simple things like getting dressed. To that last point, though, I don’t think society has ever dressed so comfortably on such a large scale (the sweatpant + buttondown combination is revolutionary). Unlike the new go-to ...