4.5% of CMO’s satisfied with operational reporting

February 24th, 2009 Comments off

AlterianAlterian published some data today from the CMO Council, where reportedly over 100 smart, savvy marketers convened to discuss the modern challenges of marketing in today’s envioronment. I’d love to get my hands on more of the topics – or the $299 report, but for now I am content with the free-market copies and write-ups.

One of the shocking things I saw was the two points that MarketingShift pointed out:

  • 60 percent of respondents believe that marketing operational transformation is an essential area of focus.
  • Only 4.5 percent are very satisfied with their current level of marketing operational visibility, accountability and output.

I think this relates to something I am seeing more and more often, and something I faced at my time at Hyperic. In a world driven by technology, where you can see link throughput in minutes, how do you calibrate your marketing operational measurements to ensure you stay apace? Aparently only 4.5% of these folks have figured it out. I had a pretty decent report going – but it was only weekly, and it was mostly driven through spreadsheets because of the nature of the data. We had data from externally hosted downloads & CDNs; multiple websites & technologies for Forums, wiki, tickets etc; adwords; and of course the CRM. That is a lot of data to fuse – and not all of it is in your control for formatting since its externally hosted or a package.

The logical thing to think about is placing it all in the CRM. But that misses oodles of traffic as it only captures actual leads. What about all the traffic you didn’t end up capturing? That’s where a marketing automation tool comes in handy. That is where a marketing automation tool comes in handy. There are several out there – from Eloqua, Marketo and of course, my favorite, LoopFuse. Plugging these systems in so its easy to capture this information, integrate it to your CRM and report on it is what marketers need. There are still some things lacking in this regard from all the packages. From ease of use to reporting customizations, there are many things to be done to smooth the path forward for most marketers. My bet though is the 4.5% of those marketers who are satisfied, have looked in the direction of marketing automation for these answers.

LoopFuse OneView 3.16 Releasing Tomorrow

February 20th, 2009 Comments off


Just got wind that after “weeks of prodding and poking in our Quality Assurance Lab by our team of trained fruitflies, LoopFuse OneView 3.16 was finally given the green light for release.” We expect to see the new release out tomorrow, and I plan to be adding to the fruitflies efforts by poking around myself next week.

According to the fruitflies themselves, new features and enhancements include:

CSV List Import: Less steps and cleaner interface, enhance existing functionality.
Email Link Tracking: Intelligent tracking for links embedded in email campaigns, i.e. You may now link directly to SurveyMonkey survey forms.
Email Link Anchor Support: Links within email campaigns that contain anchor tags are now supported.
Sales Registration Alerts: New email templates added for lead capture alerts, add company and visitor analytics information.

Looking forward to poking around it next week and trying out the SurveyMonkey integration as well as the new alerts for sales reps. Alerts are already like crack for sales reps – with analytics there may be no stopping them!

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Getting Started…

February 3rd, 2009 Comments off

Hello world! I am just getting my site and my blog started today, so pardon the construction…

As a way of introduction, my name is Stacey Schneider, and I have about 15 years of experience working for some of the smallest and largest, successful companies in the world. I have worked as a business consultant, a services delivery manager, an engineering manager, a product manager, a product marketing director, and finally a marketing director. That seems like a lot of jobs, but really they all shared a common theme: to bring the science of technology to market. From companies like Siebel, Nokia, Fujitsu-Siemens, Southwire, Bell South, Embratel, TechData, Hyperic, Unisys, and more – I have worked to help bridge the gap between business and technology, usually using technology to do it.

So why start a consulting business now? The answer is – I like my work. While I have had tremendous experiences working for long periods of time at both Siebel and Hyperic, I really enjoyed my consulting days. I am a student of my own work. I am a problem solver. I love the spark that you get by working with different people. So, with my lessons learned in hand – I intend to work with several teams on several different problems over the course of the years. Some may be long term, but I shall not have a singular focus. And that will present me, I believe, with many more skills in my back pocket to share with all my future clients and co-workers.

Enough about me though! I promise from here on out – you’ll get more marketing thoughts than self-evaluation.

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