Why Marketing Automation Can Fail and How to Ensure it Doesn’t

Summary This article examines some common causes of failed marketing automation implementations and presents solutions to help mitigate these risks. The Problem Over the past few years I’ve read many articles about the high rate of marketing automation failure.  I’ve also witnessed some failures first hand.  Failure can come in the form of low ROI…

Mountain Climbing

Re: Close the Gaps to Close More Sales with Marketing Automation

Sharon Drew Morgan recently wrote an article for Marketing Automation Software Guide outlining several gaps with marketing automation that are holding organizations back from realizing the full benefit of these systems.  You can read the full article here.  Building off of her points I’d like to add some further comments on the complexity of mapping…

Marketing Automation Mind Map

Inside the Mind of Marketing Automation [Infographic]

This Revenue Engineer article features guest writer Richard Hill, a Practice Leader at Quarry Integrated Communications. As resident marketing automation advocate, Richard is responsible for helping Quarry’s clients succeed in adopting and mastering this new breed of game changing technology. Quarry is a Certified Agency Partner with Eloqua. You’re a marketing automation advocate. You’re passionate…

Lead vs. Lead: Point of Interest vs. Point of Contact

B2B companies all experience similar problems when implementing lead management processes and technologies.  However, few problems are as universal as how they define a lead.  I don’t mean the definition of a qualified lead that marketing and sales agree on.  I’m referring to what a lead is at its core.  Is it a person or…

Marketing Lessons from the Stanley Cup Playoffs

The NHL playoffs are over and the Stanley Cup has been awarded to the best team.  As a Canucks fan this is a hard pill for me to swallow but it’s not the first time I’ve experienced disappointment.  In situations like these I like to take a lesson or two away to offset the damage…

Marketing Automation: Privilege and Process

This post highlights my experience with the start of the marketing automation market, my view on one cause of marketing automation failure, and my advice on how to avoid this pitfall.  Specifically, I’ve witnessed a lot of organizations build a marketing automation system before they have a business process to automate.  Below is my take…

Toronto Eloqua Success Tour Wrap-up

[image_video type=”image” title=”Communitech P2P 1″ style=”curved_shadow” image_url=”http://www.revenue-engineer.com/images/blog/Eloqua_Success_Tour_1.JPG”] All About Revenue Success Tour Thursday was a great day. In addition to perfect weather, Eloqua was hosting their 4th Toronto All About Revenue Success Tour. Located on the 18th floor rooftop of the Park Hyatt in downtown, thirty marketers from south-western Ontario gathered to compare notes on…

Communitech Strategic Marketing P2P

Building a Revenue Engine – Revenue Engineer [image_video type=”image” title=”Communitech P2P 1″ style=”curved_shadow” image_url=”http://www.revenue-engineer.com/images/blog/CommunitechP2P1.JPG”] [image_video type=”image” title=”Communitech P2P 1″ style=”curved_shadow” image_url=”http://www.revenue-engineer.com/images/blog/CommunitechP2P2.JPG”] [image_video type=”image” title=”Communitech P2P 1″ style=”curved_shadow” image_url=”http://www.revenue-engineer.com/images/blog/CommunitechP2P3.JPG”]   This morning I had the pleasure of speaking to a group of technology marketers in Kitchener/Waterloo.  This Strategic Marketing Peer2Peer session was put on by Communitech…

Three Stages of the New Revenue Funnel

History The traditional revenue engine is growing. It started with a sales stage. Then a demand generation stage was stacked on top. Now another stage is appearing: social. With the advent of new technology these 3 stages are being integrated into a single, predictable process. Starting from the bottom up… Stage 3: Sales This stage…

CRM

Salesforce.com to become an SCRM and Marketing Automation vendor?

The News By now you’ve heard the news: Salesforce.com has acquired Radian6. According to the press release the plan is to “enhance all Salesforce products – extending the value of the Sales Cloud, Service Cloud, Chatter and Force.com with social intelligence”. This means your contact database can now include data and updates from contacts social…