Archive | Enterprise Technology

Marketing and IT, in the name of CX, why can't you just get along?

In recent months there’s been a lot of commentary about how much technology CMOs will be purchasing in the coming years, which could make marketing a bigger IT department than, um, the IT department. Much of this marketing tech euphoria is fueled by Gartner’s prediction that by 2017, CMOs would outspend CIOs on technology. And […]

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Eloqua charts course as part of Oracle; Predictive analytics gaining momentum

I attended Eloqua Experience this week in San Francisco mainly to see what had happened to the trendsetting marketing automation firm, post Oracle merger. I’m encouraged with what I learned. For starters, the fact that Eloqua even had this event is notable. After RightNow was acquired, that was the end of a series of great […]

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Predictive Analytics is the Future of B2B Digital Marketing

Over the past 10 years or more, B2B marketing has essentially been defined by process automation, including lead generation, nurturing, email campaigns, and so on. The big driver: buyers are increasingly turning to digital channels for self education and, let’s be honest, to avoid talking to those pesky sales reps. Does this mean RIP, sales […]

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"Art vs. Science" — A false choice in sales success?

Over the past few years there’s been a lot of talk about “Sales 2.0″ as making sales more “scientific.” And, to a lesser extent, more “social.” Both requiring more use of technology. Given how customers buy, it’s hard to argue that companies shouldn’t be more scientific. But I think sales “art” could stand for improvement, […]

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