Insights

Return on Investment (ROI) is something that many Marketing leaders often can't get a handle on, because it involves trying to get some clear financial metric. However, agreeing a financial metric isn’t the only way to measure ROI on activity within the business. Instead, we need to help the business understand that while a financial benefit ROI is an excellent goal, we should start the ROI process by agreeing Observable Benefits.

Many organisations don’t realise when embarking on their journey with the Sitecore Business Optimisation Strategies (SBOS) team, that their platform may not actually be set up for success.

Today we’re talking about embedding an operational rhythm within your business, which is one of the key things that helps people enable change – but one that many organisations really struggle with.

If you need a refresher on how I'm breaking down Martech's paradox of tradeoffs and my associated 4-part series - read my previous blog here.

We recently spoke about Martech’s paradox of tradeoffs, where we’re all being asked to centralise, de-centralise, automate and humanise our activities. Doing all four at once is hard, so we’re breaking down the barriers to each in this upcoming blog series to help organisations understand how Triggerfish is attacking the Martech landscape.

My response to Scott Brinker’s: The New Rules of Marketing Technology & Operations For those of you who don’t know who Scott Brinker is, he’s the current VP Platform Ecosystem Executive at HubSpot (one of the Martech vendors we work with), he also started out the below (in)famous Martech landscape super graphic in 2011 that now has 7000+ vendors on it through his ChiefMartech blog.

Continuous Outcome Optimisation is the process of establishing a regular monthly cadence that allows companies to identify issues that are stalling growth. This process usually consists regular analysis, KPI alignment, a review meeting and ultimately a backlog of activities. In order to be productive and dynamic in a modern market, this process combined with Growth Driven Design enables a business to create more efficient growth strategies and ideally show results faster.

Growth-Driven Design takes a systematic approach to web and digital design that shortens launch time, creates real impact, and provides businesses with continuous learning and improvement opportunities.

Account Based Marketing (ABM) empowers B2B marketers to approach strategic customer engagement successfully. It does this by considering an individual client as their own market. This allows for a strategic approach aimed at coordinating a personalised strategy that incorporates both marketing and sales team efforts. ABM helps companies shift their focus to targeted accounts that are identified after establishing clear business goals, this helps create an aligned value proposition that ensures the best possible fit for their product or service. To get the most out of ABM, we must tackle some common misconceptions associated with this approach.