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Marketing Automation Missed Its Mark – And Why That's a Good Thing

By David Crane

Only a few years ago, most marketing automation vendors were sprinting to expand their cloud offerings.

It was an intense race: most major vendors wanted to be the first all-in-one, customer data platform to automate the entire customer experience — from initial prospect identification to post-purchase advocate creation.

They wanted to be the Salesforce of marketing.

They all failed. And this has been great for marketers. 

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Beyond Alignment: 4 Steps to Sales-Marketing Integration

By Scott Vaughan

January 28, 2016

The team at Integrate is in the midst of ramping up 2016 demand generation efforts like many organizations. While we've always been pretty well aligned with sales, this year we’re committing to moving from alignment (we have a defined set of processes, SLAs, definitions, regular pow-wows and such) to “integration.”

We have a few loosely defined ideas of what “sales-marketing integration” means, and we’re not sure if it’ll make a meaningful difference. However, it felt like we were ready to work smarter and closer to get better results for Integrate and for our demand marketing customers. 

This commitment prompted some homework and discussion with other marketing and sales leaders at respected organizations.

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Lead Velocity: Why It Matters, What to Measure & How to Boost

By David Crane

Lead (or data) velocity is a marketing metric that’s quickly gaining popularity among Marketing Ops and Demand Gen practitioners. And it’s understandable why. Lead velocity is a gauge of several fundamental marketing objectives: sales-marketing alignment, customer experience and marketing-attributed revenue.

We’ll get into much more specific definitions and how to measure velocity later in this post.  At a high level, lead velocity is about speed (e.g., the time it takes for a generated contact to become sales-qualified lead) and conversions rates (the percentage of leads that convert through various points in the customer acquisition funnel).

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[New Guide] How to Supply and Scale Your Marketo Demand Factory

By David Crane

You’ve invested in Marketo as the hub of your customer engagement ecosystem – your Demand Factory (a clever term coined by David Lewis of DemandGen). It’s incredibly sophisticated. Between its ability to score leads, progressively profile prospects, and seamlessly integrate a fleet of supporting marketing tech solutions, it’s more difficult to think of what it can’t do than what it can.

But no matter how you use Marketo and the rest of your tech stack, this all-powerful demand factory won’t produce much if you can’t get enough raw material: the unqualified leads, the prospect data.

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Getting Inside The Mind of Sales: Why It Matters to Marketers

By Kyle Gale

February 24, 2015

Before assuming my current role at Integrate (sales and marketing ops), my career focused strictly on sales and sales management. My journey to ops was a slow evolution, during which I witnessed and learned greatly from the many struggles that typically characterize the sales-marketing relationship: miscommunication, systems limitations, misaligned objectives, and most importantly, inaccurate perceptions of the other side. Without the multi-disciplinary knowledge I’ve acquired, I couldn’t do my job effectively, nor could many of the marketing execs and CMOs who have towed both sales and marketing lines during their careers.

Sales’ perspective of marketing – the worst case scenario 

During my time in sales at several companies, I heard mentions of marketing teams, but I was never quite sure what they did. A common, almost rhetorical question often thrown around between sales reps was, “What is it that marketing does?” …as if to imply that they sat around all day doing nothing except maybe trying to come up with a catchy tagline.

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Harness the Power of Third-Party Data [SlideShare]

By Triniti Burton

Recently, we had the privilege of leading a webcast as part of Oracle Marketing Cloud’s “Spotlight on Success Series.” We were joined by marketing and demand gen leader, Meagen Eisenberg, who is VP of Customer Marketing at Docusign and a valued Integrate customer.  

This 45-minute webcast highlighted one of the core challenges that plagues the majority of today’s demand gen practitioners and marketing automation users – manual data processes. \ If you are currently using Oracle Eloqua (or another marketing automation system), this post and session can help you understand:

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Integrate Third Party Data Or Get Left Behind [Webcast]

By Triniti Burton

Marketers have more data at our fingertips than ever before. It’s coming at us from all angles. With our demand and lead generation efforts, we typically have dozens (or more) of third-party media partners and fulfillment sources generating leads or syndicating our content, sending us streams of prospect data. We even capture data from our webinars, events that we sponsor, or lists that we buy.

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Essential Guide To Integrated Marketing Systems [Whitepaper]

By Triniti Burton

We recently released our newest whitepaper “Integrated Marketing Systems: The Essential Guide”. If you’re already sold on the value of integration and ready to put a plan into action, there’s no need to read the rest of this post. Just click the preceding link and get the whitepaper. It contains a simple three-step integration plan any marketing organization can follow to connect disparate marketing tech systems.

If however you’re still unsure whether there's value in connecting your marketing systems, let me share a few things we’ve learned through our efforts to understand the challenges facing marketers today and you can decide if integration is the right step for your marketing organization.

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Maximizing Your CRM’s Value

By Kyle Gale

With Dreamforce ’14 only 4 Days, 19 Hours, 06 Minutes and 35 seconds away at time of writing, I figured now is a great moment to share a few of my personal learnings regarding ways marketers can squeeze more value out of a CRM. Whether you’re using Salesforce, Sugar, Microsoft Dynamics or some other system, these ideas will help mold your CRM into a technology that will enhance the effectiveness of any department charged with customer-focused goals.

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4 Questions with a Marketing Ops Pro

By David Crane

We’re constantly on the lookout for new industry influencers and practitioners to interview, and one name that kept popping up among my colleagues was Alexa Bleecker, Trusteer WW Demand Generation and Digital Marketing. Unlike most other Marketing Operations practitioners, Alexa started in an Ops role. She didn’t migrate as it grew into its own discipline (that is to say, she didn’t carry over any bad pre-digital habits like the rest of us). And this gives her a distinct perspective on the role’s evolving challenges and opportunities.

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