CONTENT GALLERY

The science and art of measuring marketing effectiveness, especially when it comes to tracking customer behavior, has been an evolving organizational discipline within enterprise businesses for a number of years.  New technologies and ways...Read More

A few weeks ago we talked about the Death of the Sales Funnel with buyers calling the shots for how, where and when they want to talk to sales. The flip side of the coin is the transformation of marketing and their role in the buyer...Read More

Megan Heuer, VP at SiriusDecisions said, “If you believe ABM success is measured only in lead volume… think again. ABM is about influence.”  B2B decision-making is a group sport.  In fact, enterprise purchase...Read More

Yep.  That’s right.  It’s time marketing takes a quota. I’m not talking about moving everyone to comp plans.  I’m talking about committing to a quota for delivering marketing qualified, sales-ready leads...Read More

It’s a magical time of year for Washington wine. Wineries across Washington State are wrapping up on one of the earliest and hottest harvests in history, which means the 2015 vintage is likely to be a spectacular one. The longer growing...Read More

This article is the fourth of a year-long Lenati series titled “Way of the Future: An Integrated Approach to Loyalty Strategies.” For context and additional reading, see the first, second, and third articles of the series on Loyalty360...Read More

One of the questions that Customer Experience (CX) leaders often grapple with is how to build a truly customer-centric culture in their company. Most realize that culture will be key to seeing their CX strategies and initiatives implemented and...Read More

Customer journey mapping is a technique central to the CX design process.  It leverages customer insights data to develop a compelling visualization of the customer’s entire brand experience. This technique can have several uses...Read More

Customer Experience is top-of-mind for executives in many industries today.  In the increasingly competitive hospitality industry, where the guest’s experience is front and center, improving and innovating CX is key to meeting customer...Read More

We have been closely following the shift in B2B and B2C sales organizations. It’s not news that sales motions are becoming more complex. However, what’s different now (and continues to evolve) is customer expectations within the buying...Read More