All posts by Sam Melnick

Keepin’ it Clean: Why Data Cleanliness is Always Top of Mind for Successful Marketers

By | MPM | No Comments

Spend some time with Marketing Operations professionals and it will become obvious how important data is to a high functioning Marketing department. This truth was validated when we interviewed dozens of marketers for our report, The Essential Framework for Optimizing Marketing Performance. During these conversations, many topics were discussed, but…

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The Marketing and Finance Alignment Problem is Real

By | MPM | No Comments

For years, the marketing industry has talked about the importance of the relationship between Marketing and Sales. And while this relationship is critical — the Finance and Marketing alliance is just as important, yet often overlooked. Our new research on Marketing Performance Management shows that the most successful organizations foster…

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How National Instruments Revamped Its Marketing Planning

Turning Frameworks into Reality: How National Instruments Revamped Its Marketing Planning

By | Run Marketing | No Comments

Budgeting and planning are among the most frustrating exercises marketing teams go through each year. That’s why National Instruments turned to SiriusDecisions’ Campaign Framework and Allocadia to attempt to bring sanity back to this annual activity and create better strategic alignment for their key priorities. Helena Lewis, senior group manager…

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Marketing Performance Management: The New Role on the CMO’s Team

By | MPM | No Comments

The marketing team keeps evolving, with many organizations adding emerging roles like Marketing Technologist or Data Scientist. Ready to meet the newest member of the team? Enter the Marketing Performance Management (MPM) Specialist. MPM responsibilities like planning, budgeting, performance analysis and reporting, and marketing performance optimization have been part of…

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What is Marketing Performance?

By | MPM | No Comments

You’ve heard this story before – the pressure on marketing to prove its value is at an all time high and it’s not getting any easier. The CEO, CFO, and board want to know “what have you done for me lately”. Within the industry new technologies and needed skills pop…

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